Chick-fil-A’s cows have become tech-savvy pitchmen in the chicken chain’s first major work from McCann New York.
The cows rose to advertising fame in 1995, when The Richards Group began posting creative billboards attempting to get people to “Eat Mor Chikin.” Last year, after 22 years with the agency, Chick-fil-A decided it was time to take the cows and the chain’s growing creative aspirations elsewhere.
When Chick-fil-A brought the account to McCann NY, the largest U.S. chicken chain stressed that it still wanted to use its famous bovine ambassadors, while also telling more of its own brand story, a strategy it dubbed “cows-plus.” As Chick-fil-A and McCann plan for the brand-centric work, likely to debut closer to fall, the cows are ready for their next moment in the marketing spotlight.
“We always felt pretty good about the basic fundamental cow campaign strategy, which is cows interested in self-preservation,” said Joe Saracino, Chick-fil-A’s VP-brand strategy and media. “It’s a campaign that we want to make sure that we always get right.”
Chick-fil-A asked McCann NY to stick with the cows but “do something that would engage with our guests in new and interesting ways,” he said.
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Enter the trend of virtual reality and 360-degree viewing.
This week, Chick-fil-A began teasing a “Cowz VR” site and distributing thousands of free Chick-fil-A-branded cardboard viewers.
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Source: Adage