Chick-fil-A saw significant lifts in both brand awareness and brand affiliation within the Atlanta market. This speaks to the power of the out of home campaign, given that it is the largest piece of the plan and because the outdoor creative generally promotes the brand and not specific products or dayparts.
In a study conducted annually by Chick-fil-A, Atlanta saw a 60 percent increase in people who think of Chick-fil-A first when asked, “Which quick-service restaurant have you seen or heard any type of advertisement for in the past 30 days?” Considering the spending differential between Chick-fil-A and its hamburger QSR competitors, this is quite an accomplishment. Additionally, over 76 percent of people reported that they “always enjoy seeing the cow ads,” an increase from the previous year. Both of these statistics demonstrate that outdoor still can deliver the objectives in a way that is not only cost-effective but memorable.
Based on the success of the Atlanta campaign, other Chick-fil-A markets have signed on to the high-impact outdoor strategy.