Case Study - Chick-Fil-A

Organization:  Chick-fil-A Longview, TX

The Longview, TX Chick-fil-A restaurant chain was celebrating it's 30th year in business in 2009. Chick-fil-A, with three quick-serve restaurants, wanted to thank the community for its' patronage and called upon Key Creative to develop some publicity to achieve various components surrounding the anniversary.

Chick-fil-A Needs:

• Produce ads to thank the community
• Produce special promotional coupons for free and discount food
• Produce publicity to advertise a special speaking engagement by S. Truett Cathy, the founder of Chick-fil-A and author of the bestseller How Did You Do It Truett?

Key Creative Solution:

We suggested an FSI (free standing insert) in the Longview New-Journal Newspaper - utilizing the 42,000+ distribution to get the special advertisement and promotional coupons to the public. For the S. Truett Cathy business luncheon we suggested printing handout card to be placed in togo orders and placed at various counter displays around town and a poster campaign. All the suggested publicity for the Thank You FSI and the print media for the S. Truett Cathy business luncheon were accepted in the original proposal. Additionally, custom tickets were designed and printed at the request of the client.

Challenge:

We had to incorporate the trademarked cow art which is so recognizable with CFA's brand into the FSI piece. The cow art produced by the Richards Group in Dallas, Texas was loaned to Key Creative to produce the FSI piece. Reviewing the cow art options to produce an anniversary theme, we found most of the cow art did not have relevance for our project. However, we saw the potential in the 60s hippie cow and ran with it. Key Creative produce two different layouts for CFA Longview and they bought the design with the 60s hippie cow. The headline copy was adjusted a few time before we settled on "Thirty years ago ... we opened our first Longview restaurant. Can you dig it?"

Additionally, we had to follow all the corporate guidelines set by CFA Corporate Compliance. Trademarks, colors, fonts, brand identity, as well as the final layouts had to be approved by CFA Compliance Department before any print material could be release for print. Key Creative has worked with many compliance departments over the years and we had no final addendums from CFA Compliance.

Note:

We always have fun at Key Creative, and it was a lot of fun to work on this project. We hold the owner of CFA Longview, TX in high regard. We attended the S. Truett Cathy business luncheon and it was a pleasure to meet Mr. Cathy in person. We always try to attend the events and happenings that we help promote and we always do our best to do business with our clients. I bet our staff has eaten at Chick-fil-A a thousand times since this event!