2009 SILVER

SUSTAINED SUCCESS

EAT MOR CHIKIN

CHICK-FIL-A, CHICK-FIL-A

Mary Clancy Peak, Sr. Consultant Advt. & Campaigns
Greg Ingram, Sr. Mgr.-Mktg. Programs
David Salyers, VP-Field Operations
Steve Robinson, Sr. VP-Mktg.

THE RICHARDS GROUP

Dennis Walker, Creative Group Head
Ron Henderson, Creative Group Head
Stan Richards, Prin.-Founder

This campaign is the story of how renegade cows use any means at their disposal to persuade humans to eat chicken instead of beef. In their 13-year quest for self-preservation, the cows have effectively pointed people to Chick-fil-A to win appetites away from burgers. The result of their efforts is evident through same-store sales growth that more than tripled the pre-campaign trend, sales percentage increases outpacing the competition two-fold and three-fold and a total sales increase of almost 600% since launch.