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Chick-fil-A is having its 12th annual Cow Appreciation Day today. Customers who come dressed as a cow will receive a free Chick-fil-A entree from anyone of the 2000 stores nationwide.   Upon the fast-food chain’s announcement, the company detailed the rules as follows:   “Adult customers who dress in any type of cow attire, whether it’s “head-to-hoof” or sporting a cow-spotted accessory, will be rewarded with a free Chick-fil-A entrée of their choice, such as an Original Chicken Sandwich, Grilled Chicken Cool Wrap or Chick-fil-A Chicken Biscuit. Children can receive a free Kid’s Meal for dressing in a cow costume. The Cow Appreciation Day celebration will last from store opening through 7:00 p.m. local time”   The company also encouraged its customers to visit the Cow Appreciation Day website in order to get into the festive mood. Additionally, Chick-fil-A restaurants will have a Cow Appreciation Day Snapchat filter to mark the occasion. In order to ensure this day goes viral, consumers are encouraged to post their photos using the #CowAppreciationDay hashtag.   Cow Appreciation Day is “the one day where it’s okay to dress ‘udderly’ crazy and get rewarded for it,” said Jon Bridges, Chick-fil-A’s senior vice president and chief marketing officer. “The event also affords our guests the chance to explore our menu, whether they want to try some of our newer, healthier menu options, such as our Grilled Chicken Sandwich or Grilled Nuggets, or go with a classic favorite like our Original Chicken Sandwich and Chicken Nuggets.”   Chick-fil-A has done a great job advertising Cow Appreciation day. This is a great way for marketers to get attention for their new products. Chick-fil-A chose such an outrageous theme that its event is likely to gain a lot of attention today. The company’s social media team has been posting about the day all over its social media platforms.   The fast-food chain also did a great job at cornering the “millennial market” by making using of hashtags and Snapchat filters.   Whether or not the company will see an increase in sales today, we will have to wait and see. But, at the very least the marketing campaign can serve as a template for out-of-the-box thinking.  


James Mello
James is the Lead Author & Editor Product2Market of Blog. James writes for the Product2Market blog to create a source for news and discussion about some of the issues, challenges, news, and ideas relating to Product Marketing.