Time To Bring The Cows In

Change is an unstoppable force in the world and that's certainly true when it comes to business.  And so it was with a sense of sadness that I read that Chick-fil-A was changing their ad agency lineup and dropping their long-lived partnership with The Richards Group. Like any fan of Chick-fil-A, or for that matter anyone who has traveled US highways, we've all had many a good chuckle from the Chick-fil-A cows. 

I have no inside information on why Chick-fil-A decided to change agencies.  I'm sure there must have been good reasons.  After all, one doesn't end a 22 year relationship on a whim, and certainly when that relationship yielded an iconic advertising campaign that has stood the test of time since debuting in 1995.  How many brands or agencies can claim such campaign longevity? 

Since hiring The Richards Group, Chick-fil-A has gone from a little known regional chain to becoming the #1 fast food restaurant in terms of sales per store and has surpassed KFC as the #1 chicken chain despite a smaller budget and being closed on Sundays.  

Of course, it wasn't just the Cows campaign that helped propel Chick-fil-A.  The brand clearly sets a higher standard for its employees and the customer  experience.  Walking into a Chick-fil-A store is noticeably different than entering your average fast food chain.  The stores are cleaner and the staff actually seem interested in helping you. More impressively, there is always someone coming by your table asking to refill your drink and when you say thank you to anyone at Chick-fil-A the answer is always, "my pleasure." And, of course, the food is pretty darn good.

All good things come to and end and after 21 years of Cows, maybe it's time to bring them in.  Kudos to The Richards Group for creating such an engaging and enduring advertising classic.  Let's see if the next agency can do nearly as well.  Somehow, I have my doubts about that.