Before the "Eat Mor Chikin" campaign, Chick-fil-A was a relatively small chain, facing challenges like low brand awareness and limited advertising. In 1995, The Richards Group advertising agency introduced a humorous campaign featuring Holstein cows holding signs that read "Eat Mor Chikin". This campaign aimed to position Chick-fil-A as a chicken-first brand and create emotional engagement with customers. The misspelled slogan and the cows' antics made the campaign likable and memorable. The cows became brand ambassadors, appearing in various promotional materials and events like Cow Appreciation Day, where customers dressed as cows received free meals. The campaign expanded into digital media and in-store merchandising. The "Eat Mor Chikin" campaign played a significant role in Chick-fil-A's growth, increasing revenue and customer loyalty. The campaign's success provides marketing takeaways such as embracing humor and building brand loyalty through community engagement. The cows didn't just sell chicken; they created a brand identity that customers love and remember.

Source: Covert Cows and Chick-fil-A: How Faith, Cows, and Chicken Built an Iconic Brand by Steve Robinson