When is asking your customers to dress like a cow not humiliating, but actually rewarding? When you are Chick-fil-A and you are honoring cows with a “Cow Appreciation Day.” That is exactly what is taking place at Chick-fil-A restaurants today. Customers that come dressed cow-like will receive a free meal, while patrons that may not have full cow gear but have a cow accessory (whatever that might be) can still get a free entree. Chick-fil-A even makes it easy for customers to get a cow costume by making available a printable costume kit at http://cowappreciationday.com.
This promotion might seem a bit odd, but it is a winner on several fronts. It is a great tie-in with Chick-fil-A’s “Eat More Chikin” campaign that has run for several years. It is a playful promotion that allows Chick-fil-A and its customers to have a fun experience. The promotion reinforces the humorous brand associations Chick-fil-A has built over the years. On top of these benefits, the promotion is cost effective as much of the communication for it has occurred in-store, via word-of-mouth, and through online channels. Brand publicity is already accruing as media outlets were covering Cow Appreciation Day in advance.
Chick-fil-A is a very unique brand. On one hand, it holds strong organizational values that include a policy of all locations being closed on Sundays. On the other hand, it does not take itself too seriously, delivering a consistent customer experience while having a good time. So, if you have time today celebrate cows by visiting Chick-fil-A… lunch is on them!
Ad Age – “Want to Boost Sales? Tell Consumers to Dress Like Cows”
