ChickfilA Advertisement Campaign By Daniel Monroe Elizabeth Surratt

Chick-fil-A Advertisement Campaign By: Daniel Monroe, Elizabeth Surratt, and Kyle Vaughn

Roots in the South… Chick-fil. A is an iconic southern brand.

Adding to a successful brand… We gave ourselves a challenge by focusing on a campaign that would take an already extremely successful brand make it even more popular among consumers.

Through our research we found that most people eat Chick-fil-A for lunch and dinner. We want to increase our share in the competitive fast food breakfast market by focusing on the many delicious and still healthy breakfast items on their menu.

The “Go for the Gold” campaign will feature USA Olympic athletes enjoying Chick-fil-A breakfast, just in time for the 2012 Summer Olympic games.

We will employ a pulsing advertising strategy by heavily blanketing our target market during the two months leading up to the Olympics.

Endorsements… This campaign will go into the fall as school starts back up but on a lighter basis. The goal is to have parents and their kids, associate a healthy start to their day with Chick-fil-A by using Olympians to endorse the products as part of their training each day.

Our Goals… Through this campaign our goal is to increase our share of the breakfast market by 2 percentage points. We feel that this is a creative and effective strategy to bring Chick-Fil-A into the breakfast market in a very big way.

Chick-fil-A’s staple product… Chick-fil-A is known across America for their innovative and delicious product line including the renowned Chick-fil-A chicken Sandwich.

The founder… It all began with Truett Cathy and his mission to "Be America's Best Quick-Service Restaurant. ”

From one small restaurant in Hapeville, Georgia to over 1, 615 locations in the United States, Chick-fil -A has grown to become the second largest quick-service chicken restaurant chain. The company is still privately held and family owned, with annual sales in 2011 at over $4. 1 billion.

Sticking with what works… Chick-fil-A has stayed true to their mission with simple, yet highly effective advertising.

Simple and cost efficient billboards display the famous Chick-fil-A Cows and “Eat Mor Chikin” slogan all across the United States. The humorous billboards are easy to read and to the point in hopes that the passing customer laughs and remembers the product is Chick-fil-A.

The Chick-fil-A Cows and the "Eat Mor Chikin®" campaign have enjoyed immense public success. So much so that the chain has turned theme into a highly successful, fully integrated marketing program.

A winning campaign… In 2009, the campaign was recognized by the American Marketing Association with a second Silver EFFIE Award for sustained success in creativity and effectiveness in advertising.

Public Popularity… In 2007, the "Eat Mor Chikin" Cows were recognized as one of America's most popular advertising icons in a public vote sponsored by Advertising Week and became the newest members of New York's Madison Avenue Advertising Walk of Fame.

While having great food is important to the brand’s identity, Chick-fil-A benefits customers in many other aspects.

The Chick-fil-A experience… Those benefits include: -Cleanliness -Friendly and polite customer service -Don’t charge for extra sauces, refills -Quick service -Order Accuracy

These benefits help to personify the Chick-fil-A brand. While it might not be the cheapest food, customers are generally willing to pay a little more for the high quality service, food, and clean and inviting environment that Chick-fil-A offers.

Fast food companies have been jumping on the healthy bandwagon with varying success for some time now. Restaurants have seen a positive changeover in sales with healthier food campaigns.

Health consciousness rises… An article in Nutrition Business Journal reported total sales of healthy foods in 2006 at $120 billion, or 21 percent of total food sales. That’s double the numbers from a decade earlier.

Easy transition… Chick-fil-A already offers health conscious options, but could do more to promote a healthy lifestyle to customers. With healthier additions to the already delicious and nutritious menu, Chick-fil-A could expand easily into the healthy fast food market.

The “Go for the Gold” campaign will encourage customers to check out the healthy breakfast options such as the customer favorite Chicken Mini's at only 260 calories, as well as the multigrain oatmeal and yogurt parfait.

Go for the Gold… The campaign will feature endorsements from United States Olympic Athletes starting their day with Chick-fil-A.

The Chick-fil-A target audience differs from the usual fast food clientele, which consists mainly of teens and children. The market for chicken is skewed towards adults. Chick-fil-A seems to attract a slightly more female than male customer base with a higher level of education and income than is typically seen in the hamburger market. Customers have a more active lifestyle and are likely to be in white-collar jobs.

Locations… Chick-fil-A avoids the usual fast food locations to build its restaurants. Instead it chooses to operate in suburban malls and neighborhood s which contain a higher concentration of its target customers.

Motivation for buying Chick-fil-A… Chick-fil-A’s attraction does not seem to be price or convenience, but the taste of their chicken sandwiches. Customers consider it to be a “healthier” alternative to hamburgers.

How it fits into the lives of customers… No matter where they go, people tend to eat fast food for the same reasons. It’s fast, convenient, and inexpensive. Compared to more costly, traditional type restaurants, fast food establishments like Chick-fil-A are places that ordinary working class people can visit in order to enjoy a filling, relatively cheap meal.

Geographic locations… Chick-fil-A restaurants are located all over the country but are primarily concentrated in the southeastern portion of the U. S. In 2011, Chickfil-A celebrated the grand openings of their first restaurants in Hollywood, California and Chicago, Illinois.

Market Size… Chick-fil-A has 1, 614 restaurants in 39 states and the District of Columbia. They exceeded $4 billion in annual sales in 2011. In 2010, Chickfil-A controlled 20% of the market share in the quickservice chicken restaurant industry. Since the first restaurant opened in 1967, they have experienced 44 consecutive annual sales increases.

The Competition… Their biggest competitors are AFC Enterprises, Inc. which owns and operates the KFC franchise, the American Dairy Queen Corporation, and Burger King Holdings, Inc.

Campaign Objectives… We intend to reach our target market with increased awareness of our healthy breakfast products. We hope featuring fit Olympic athletes will inspire children to want to eat healthier.

Are ultimate goals… Through this campaign our goal is to increase our share of the breakfast market by 2 percentage points. We feel that this is a creative and effective strategy to bring Chick-fil-A into the breakfast market in a very big way.