It is natural that since I am surrounded by some really spectacular brands everyday that I eventually will talk about them...and Chick-fil-A is actually how I landed at this agency in the first place. When I wasn't sure if I even wanted to work in advertising I thought I should probably try an internship somewhere and see what this industry has to offer. So, (naturally) I backtracked some work that I liked and found it: the birthplace of the Chick-fil-A Cows.
It has been four years since I first saw this brand from behind the curtain and I am still surprised at how the Chick-fil-A brand grows around here. Partially due to a stellar creative team and partially due to a willing client, the Chick-Fil-A brand has been able to completely change the way that a "fast food" company does their business. They took an animal that the majority of Americans consume daily and they made it write, talk, walk, paint and cheer...something that we are often told NEVER to do. The source of all of McDonald's and Burger King's success is now an animal that is adored by children and adults alike. They made best friends with their enemy and isn't that what all of us are supposed to do?
I don't know that most consumers know the story about Chick-fil-A or even care, but I think that knowing this is the whole point to why they have become so successful. Chick-fil-A's roots are in the south when Truett Cathy began perfecting his fried chicken recipe. Always a Christian man, he never believed that he would be open on Sunday's to honor the Lord's day, and since his first door opened, not one Chick-Fil-A door has ever been open on this day. In fact, Chick-fil-A's mission statement is "to glorify God by being a faithful steward of all that is entrusted to us; and to have a positive influence on all who come in contact with Chick-fil-A." No really, it is a business that has a foundation in Christianity and it has entrusted it's success to it's customer's well being (you can pick your jaw up off the floor now). This is a remarkable aspect of the business that not a lot of people recognize as a key to their success.
When we look at how their competitors are advertising there is a wide variety of strategies. While their main competition is other chicken chains, their billion dollars in annual sales makes all fast food brand's their competition. Most recently we have seen booty shaking ads from Burger King that feature rap music with Sponge Bob characters. It isn't clear who they are even talking to, and it seems to play too much into sex while trying to sell a kids meal. Just further influencing children in what some may argue, all the wrong ways. McDonald's has featured everyone from Justin Timberlake to Michael Jordan trying to sell their burgers and seem to be tapping into whatever the latest trend, athlete or celebrity is at the moment to gain consumer attention. There is also KFC who now has an "unfried" side that is gaining stride as more Americans are looking for a healthier fast food option (although I am pretty sure the biscuits and mac'n cheese negate the grill...). All the while, Chick-fil-A stays true to their mission statement and brand strategy or providing quality food in a very PG way.
If you weren't a crazy fan for the brand (or maybe lack insider knowledge) you might not know that they are spiritually grounded because after all, it isn't stated on their website or in their media. They acknowledge their history in their retail stores, but you won't see any images of a cross or Christian parephenalia. Of course the brand doesn't want to exclude anyone or preach their beliefs, but through their messaging their wholesome undertones do not go unnoticed. As the brand as evolved their mission still refers to God, it is more about the wholesome and fun image that their brand portrays that is most important to giving consumers a quality experience with the brand. Afterall, these are the most obvious facts about Chick-fil-A that differentiates them from their competition:
1. They don't serve beef.
2. They are closed on Sundays.
3. They don't use celebrities. Ever.
4. They never curse, use rap music, or lie about their products.
5. They are closed on Sundays.
No, number 5 is not a mistake and yes, I know that it is a repeat of number 2, but I still think that this is such a remarkable thing for a business that has more fans on Facebook than Oprah. So how can a company who is rooted in a moral tradition do so well in a culture that is constantly shoving sex and candy in our faces? Because they are good at what they do and they through and through know who they are as a brand and as more than their brand. Chick-fil-A is not afraid to stand up for what they believe in, or rather what they have always believed in, and for decades has not given into the pressure of culture and media of their competition to "keep up." They are one of the most authentic brands that I can think of, and it only brings them continuous profit and more raving fans of the brand. They deserve more credit for being a business that is founded on moral ground and they are proof that you don't need to be sexy to sell.
Gotta love the cows for that...
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