In the time-honored tradition of client disloyalty, duplicity, and ingratitude, Chick-Fil-A has fired its agency of 22 years, The Richards Group.
The Richards Group was responsible for a long-running and highly effective campaign that featured rebellious cows exhorting us to "Eat Mor Chikin."
Here's what Chick-Fil-A's new-ish (a year and a half) brand babbling CMO had to say,
"The cows are an integral part of the brand. They're our mascot, if you will. But they aren't the brand. The brand is bigger than that..."To give you an idea of what this clueless goober has in mind for Chick-Fil-A, here's the witless trash from a brilliant "Cows-plus" marketing strategy (no, I'm not kidding) that he had some other agency do for Chick-Fil-A recently.
As usual, CMO's, in their arrogant egocentrism, have to screw with everything they didn't create.
Chick-Fil-A started as a tiny regional brand and is now the 8th largest restaurant chain in the U.S.
Despite having half the number of stores and being closed on Sundays, Chick-Fil-A outsells KFC by 50%. Its sales-per-store outperform industry leader McDonald's. It is by far the largest chicken chain in the country. Its sales have grown six-fold since 2000.
And it has done it with an advertising budget that is a fraction of KFC and McDonald's.
The account has gone to McCann in NYC. And what is McCann going to do with the "Eat Mor Chikin" campaign? According the president of McCann they have a "mission to bring that line to life."
No, Richards brought that line to life. Your mission is to keep from fucking it to death.