On Friday, July 9, 2010, Chick-fil-A restaurants nationwide will celebrate the annual Cow Appreciation Day event by offering a free meal to any customer who visits one of the chain’s mall or stand-alone restaurants fully dressed as a cow.
Customers dressed “head to hoof” in cow attire will be rewarded with a free Chick-fil-A Meal (breakfast, lunch or dinner), which includes an entree of choice, a side item and a Dr Pepper (or other beverage choice). For those “too chicken” to wear full cow costumes, Chick-fil-A will award a complimentary entree to customers partially dressed in cow attire, such as a cow-spotted scarf, purse, hat or other accessory.
Chick-fil-A will launch a special website dedicated to the occasion, www.CowAppreciationDay.com, on June 24. In addition to providing further details about the event, the site offers cow costume ideas and tips, as well as downloadable cow spots, masks and other bovine-themed accessories for customers to use to create their costumes. For the first time, the Chick-fil-A “Eat Mor Chikin” Cows will embrace social media by tweeting, checking in on Foursquare and providing Facebook updates throughout the day from their profile pages.
Young Chick-fil-A fans have an additional opportunity to show their cow spirit and win prizes in the annual Show Us the Cow photo contest June 21-August 31. Parents with children ages 10 and younger can submit a photograph to one or both of the contest’s categories: an original photograph of their child dressed as a cow or an original photograph of their child’s decorated Cow Herd Figurine, available in Kid’s Meals through July 24.
Show Us the Cow participants and fans may enter and vote for their favorite photos at www.ShowUsTheCow.com. The 10 entries with the most votes in each category will be selected as semifinalists and win a Chick-fil-A prize pack. Chick-fil-A, Inc. will select three finalists and one grand prize winner from both categories. Grand prize winners will receive free Kid’s Meals for a year, a Chick-fil-A party at their school, a $1,000 U.S. Series EE Savings Bond and a digital camera. The winning designs may also be featured on an upcoming Kid’s Meal bag. There will be a similar photo contest for adults on Facebook beginning July 8.
Now in its sixth year, Chick-fil-A’s Cow Appreciation Day continues to build momentum. Last year’s event – and the resulting turnout – confirmed that Chickfil-A has a strong following of customers willing to go to great lengths to show their appreciation for cows. More than 300,000 cow-clad customers stampeded Chick-fil-A restaurants across the country. Costumes ranged from simple cow-spotted t-shirts to full cow suits complete with furry ears, cow bells and homemade sandwich boards with personalized renditions of the Chick-fil-A “Eat Mor Chikin” Cows’ quirky messages.
“Cow Appreciation Day continues to be one of our best indicators of the great passion our customers have for our brand,” said Steve Robinson, Chick-fil-A’s senior vice president of marketing. “It takes a loyal fan to dress like a cow for a free meal and, based on the stories we hear from our restaurant Operators around the country, we have quite a large – and constantly growing – base of Chick-fil-A fans. Cow Appreciation Day is our way of thanking them for their loyalty, not to mention a day simply to have fun!”
The additional excitement around Cow Appreciation Day each year offers further proof that the passion for Chick-fil-A’s beloved bovines is stronger than ever. For the past 15 years, the renegade “Eat Mor Chikin” Cows have entertained consumers with their desperate, self-preserving antics in an effort to convert beef eaters into chicken fans. The Chick-fil-A Cows and the “Eat Mor Chikin” campaign have enjoyed such widespread public success that it has evolved into a fully integrated marketing program. In addition to clever roadside billboards, the “Eat Mor Chikin” Cows are the focal point of Chick-fil-A’s in-store point-of-purchase materials, promotions, radio and TV advertising, and clothing and merchandise sales.