amanda floyd & jennifer noble michael cheek & meredith mckenzie & kim shamus
TRANSCRIPT
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Amanda Floyd & Jennifer Noble
Michael Cheek & Meredith McKenzie
& Kim Shamus
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History• Founded by Truett
Cathy• Original menu:
Hamburgers & Milkshakes
• Began as Dwarf Grill in Hapeville, GA in 1946
• Pioneer with in-mall restaurants, 1967
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Chick-fil-a Today• Located in 35 states,
primarily in the sunbelt
• Expanded overseas to regions in South Africa
• Found in malls, free-standing units, drive- thru only restaurants, dwarf houses, licensed outlets, and lunch counters
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Chick-fil-a Positioning• Built through charity,
community involvement, and scholarships
• Higher end of fast food price spectrum
• Unique recipe• Quality ingredients• Healthy food offerings• Always closed on
Sundays
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Ad Agency & Campaign• “Eat-mor-chikin” ad
campaign created by Richards Group in ‘95
• Needed to build unique identity
• Low advertising budget• Breaks through
advertising clutter• Mutual appeal
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Lil’ bit ‘bout the Cows• Holsteins
(Black & White) • misspelled words add
charm and humor• Have no names• Self preservation
messages include: “save r hide” & “lose that berger belly”
• Endless possibilities with themes
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The Bovine Movement(Campaign Evolution)
• Primary focus is billboards
• TV ads currently in limited markets
• Increased merchandise sales with plush cows and calendars
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Advertising and Promotion Strategy
• Billboards• Radio• Flyers with coupons• Sponsorships• TV advertisements• Merchandise Sales
(Point-of-Purchase)• Online Approach
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Billboards• Primary & first
approach• Rotated 3-4 times per
year• Billboard cows never
retired—recycled instead
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Sponsorships• Goal: Reach national
audience• All SEC and ACC
Championships• 1st Peachbowl in 1996• Golf Charity
Championships—Ladies Professional Golf Assoc.
• National Cheerleaders Association
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Merchandise Sales
• Over $16 million in sales
• Most recent product— calendars
• Online store offers shirts, bobblehead cows, bags, watches, etc.
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Marketing Research Efforts
• Take measurements on brand performance
• measure brand awareness, frequency of usage, how rate experience, an intent to return
• research in 28 major markets once a year
• in-store research done four times a year
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Future Restaurants• 1st priority: fill
established markets with low store counts
• 2nd priority: fill new markets
• plans to add 80 units annually
• looking at free-standing restaurants and college locations rather than in malls
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Awards
• Received 3 prestigious advertising awards:
• Silver EFFIE from New York AMA in ‘98
• Silver Lion Award in ‘97 at Cannes Intl. Advertising Festival
• OBIE award in ‘96
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Discussion Questions...
• The lasting power of this campaign-how much longer can it last?
• Global problems may encounter if launch campaign overseas?
• What do you think of the ad campaign?