Fowl Play

In the mid ‘90s, the Richards Group hatched the bovine-centric “Eat Mor Chikin” advertising campaign for Atlanta-based Chick-fil-A, the South’s venerated chicken-biscuit and sandwich purveyor. It soon graced billboards and other out-of-home media. Chick-fil-A executives knew they couldn’t compete with fast-food mega-chains using such traditional advertising outlets as TV and radio, so they searched for other avenues to maximize recognition.

Now, two of the daring cows have taken up residence on the foul poles in Gwinnett (GA) Braves Stadium, home of the Atlanta Braves’ Triple-A farm team. Because of Chik-fil-A’s longstanding relationship with Gwinnett’s parent club, the team approached them for a unique marketing opportunity.

“The foul-pole Chik-fil-A cows represent a great marketing opportunity that enhances their brand messaging and our ballpark experience,” Courtney Lawson, the team’s community and public-affairs manager, said.

Fastsigns’ Norcross, GA-based franchise fabricated the graphics that adorn the 65-ft.-tall poles. Ben Wilson, the franchise’s general manager, secured a three-year deal as the team’s official sign supplier. The bovines comprise Laminators Inc.’s Alumalite™ foam-core, aluminum-composite panels, which Wilson’s staff fabricated with a Zund G3 digital cutter and decorated with 3M Graphics Market Center Controltac™ film.

“I enjoy making signs, but these types of unique projects make my job that much more worthwhile,” Wilson said.

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