chick fil aCow Appreciation Day is a great barometer of how passionate our customers are for our brand. If you’re willing to dress up like a cow for a free meal, you’re obviously a loyal and even ‘raving’ Chick-fil-A fan. While the event is a natural tie with our cow-themed marketing campaign, Cow Appreciation Day is intended to be a fun day to reward some of our most loyal customers with free food.” This year, the fast food chain upped the ante with a dedicated website that includes a downloadable costume kit, an iPhone app that shows you how you’d look if you were a cow and a cow photo contest.
What undoubtedly started as a late-night, out of ideas, almost joking campaign idea, has turned into a successful, yearly marketing event. Cow Appreciation Day, combined with their “Eat Mor Chikin” Cow campaign, earned Chick-fil-A one of the top “Marketers of the Year” award from Advertising Age. They also report an 11.37% growth in sales from 2009 to 2010 and they’re still going strong. The takeaway here, is that no idea is too crazy when it comes to setting yourself apart from the competition. Chick-fil-A took what they did best, the chicken sandwich, and made it the centerpiece of everything they do. And what could be wackier or more unexpected than having a cow sell chicken sandwiches.
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