Talk about milking the cow for all it’s worth

The Richards Group, a Dallas-based advertising agency, has done a masterful job for client, Chick-Fil-A, of creating a back-to-basics strategy for viral marketing. And you can bet that their marketing budget is far less than competitors spending big media bucks for offensive ad campaigns and competing to see who can give the most food for a dollar.

Chick-Fil-A’s “Cow Appreciation Day” offers free meals for customers dressed as cows and is an extension of the fast food chain’s “Eat Mor Chikin” ad campaign. The genius of the campaign features cows convincing consumers to eat more fowl and leave bovines alone. It covertly slams their beef-selling competitors and rivals even Ronald McDonald by getting their customers to wear the costumes. And it has created a wonderful activity for summer vacation bible schools and daycare centers.

According to Advertising Age today, “Last year, the chain doubled down on PR outreach and earned more than $1 million in measured media, including coverage on CBS's "Morning Show" and "ABC World New Tonight." Chick-Fil-A also focused its manpower on New York City, a relatively new market for the chain. It's continuing with that focus this year. (Part of that effort included feeding Ad Age's often ravenously hungry newsroom.)”

Here again is another example of the power of viral marketing succeeding simply by “giving us something to talk about” shining through. Mooo!