Chick-fil-A: Encyclopedia II - Chick-fil-A - EAT MOR CHIKIN

Chick-fil-A - EAT MOR CHIKIN

"EAT MOR CHIKIN" is the chain's most prominent advertising slogan, often seen in advertisements featuring sign-wearing bovines. According to Chick-fil-A's advertising strategies, the cows have united in an effort to reform American food, in an effort to reduce the amount of beef which is eaten. They wish the American public to refrain from eating beef burgers as are common at Chick-fil-A's competitors, such as McDonald's, Burger King, and Wendy's, and instead focus on eating chicken, or "chikin", as the "cows" have spelled it. Supposedly, cows have a more phonetic way of spelling. The ad campaign was temporarily halted during a mad cow disease scare in late 2003/early 2004 so as not to make the chain seem insensitive or appear to be taking advantage of the scare to increase its sales. The cows replaced the chain's old mascot, Doodles, an anthropomorphized chicken.

Sometimes, these billboards incorporate a little bit of local color or local inside jokes. One such example showed up in Knoxville, Tennessee during 2003. The billboard was located along Interstate 40 in the West Hills neighborhood and featured an orange (instead of white) background with traffic cones and a cow wearing a safety vest. The text on the billboard read, "CHIKIN ZONE NEXT 3000 MILES," an obvious reference to the lengthy and expensive construction projects that have been the bane of Knoxville motorists since the early 1970s.

The company also produces annual coupon-bearing "cow calendars" every year, featuring bovines in various hilarious parodies that have included "The Cow Channel", "Cow Superheroes", and "Cows in Shining Armor".

Adapted from the Wikipedia article "EAT MOR CHIKIN", under the G.N U Free Docmentation License. Please also see http://en.wikipedia.org/wiki