Eat Mor Chikin

The "Eat Mor Chikin" campaign is one of the most famous and enduring marketing efforts from Chick-fil-A, known for its playful, memorable graphic design and advertising.The campaign was created in 1995 by the advertising agency The Richards Group. It featured cows as the central characters' cows that were actively encouraging people to "Eat Mor Chikin" (using intentionally poor spelling and grammar). The cows held up signs with this slogan, which played off the idea that cows, knowing they were often the source of beef in fast food, would want people to eat chicken instead.

The design and concept worked remarkably well because it was funny, simple, and instantly recognizable. The cows' awkward handwriting and the quirky spelling of “mor” became key elements of the campaign’s charm. The graphic design also relied heavily on minimalist, hand-drawn imagery, reinforcing the quirky and down-to-earth character of the cows.

Over time, the campaign became iconic. The cows appeared in commercials, billboards, and other media, making the "Eat Mor Chikin" phrase synonymous with Chick-fil-A. The cows' popularity even led to the creation of a whole series of merchandise, and the campaign continues to run today, having made a lasting impact on the brand's identity.