Chick-fil-A has dropped Dallas-based marketing agency The Richards Group, ending a 22-year-old partnership that introduced the chicken chain right into the nationwide limelight through its "Eat Mor Chikin" campaign.


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The late Truett Cathy and his family commemorated a sales milestone in 2009 at Chick-fil-A's Atlanta headquarters with numerous of the brand's signature cows. Chick-fil-A has finished its 22-year partnership with The Richards Group, which assisted the chicken chain climb to fame v the "Eat Mor Chikin" campaign. (Elissa Eubanks/Atlanta Journal-Constitution, paper Photo)
Chick-fil-A has dropped Dallas-based marketing agency The Richards Group, finishing a 22-year relationship that introduced the chicken chain right into the national limelight through its "Eat Mor Chikin" campaign.

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The Richards Group evidenced Thursday that it is no longer working with the company.

Advertising Age reported that Chick-fil-A is relocating on to McCann brand-new York and hiring other agencies to handmade marketing campaigns.


The change is component of Chick-fil-A chief marketing officer Jon Bridges" plan to develop a "Cows-plus" marketing strategy. He desires the cows to remain part of the company"s marketing, but likewise wants to increase into other topics the go past the mascot.


"The cows room an integral component of the brand. They"re our mascot, if you will. Yet they aren"t the brand. The brand is bigger 보다 that," Bridges told ad Age.

The shakeup transaction a major blow to The Richards Group, which introduced the Chick-fil-A cows ~ above a billboard with the "Eat Mor Chikin" tagline in 1995. The campaign more than doubled Chick-fil-A"s same-store sales and helped revolve the local chicken joint right into the among the largest U.S. Restaurant chain with much more than $6 exchange rate in sales in 2015 and also over 2,000 places in 43 states and in Washington, D.C.


Stan Richards, the principal and also founder of The Richards Group, stated in an emailed statement that the company is sad that the partnership is over, but they are proud the what they have accomplished, specifically with the cow campaign.

"The cows space core to the brand"s success and also certainly we space protective of castle -- us think we know them pretty well having offered birth to and nurtured their distinct personalities for much more than two decades," that said. "We hope the cows live on and also continue to grow with a new family."

After Chick-fil-A"s cook marketing officer retired and also it replaced a angry president, the firm suspected "things would certainly go in a different direction," Richards said.


"We believe that brand is a promise," Richards said. "It"s not a logo, a founder, a CMO, or an ad agency. It should be larger than all of that. This is a brand we love. And also have loved for a really long time. We will proceed to love it long after that is stewardship has actually left this building."

Related

Cows lug moola to Dallas-based Richards Group and also Chick-fil-A


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