ATLANTA: In honor of the 20th anniversary of its Eat More Chikin campaign and "Cow Appreciation Day" on Tuesday, Chick-fil-A is introducing fans to the cows made famous by its commercials with its recently launched digital newsroom.
The Inside Chick-fil-A newsroom soft-launched in March and expanded a few weeks ago to include the brand’s press room, explained Ashley Callahan, content strategy manager at the fast-food company.
Callahan, former global manager of digital communications and social media at Coca-Cola, joined Chick-fil-A last summer to help the brand move into custom-content publishing.
The chain posted an article penned by Callahan and video to its newsroom on Monday to give consumers a behind-the-scenes look at the four Chick-fil-A cows: Freedom, Freckles, Molly, and Cat, as well as their longtime caretaker, Cowboy Phil.
Callahan said the brand decided to launch the video now because Chick-fil-A receives extra love from customers on Cow Appreciation Day.
"[The brand has] received so much love and interest around the cows, and Cow Appreciation Day is one of our biggest days of the year where our customers come in dressed up as cows to receive free food," Callahan said.
"We wanted to be careful about keeping the cows’ mystique, but we thought it was time to let our consumers see them and interact with them the best way we could," explained Callahan.
Jackson Spalding is handling PR for the initiative, and the Richards Group is the creative lead for the cows on the advertising side.
Chick-fil-A will promote the behind-the-scenes effort throughout the summer with social media content and some paid media, said Callahan. She added that the brand is thinking about breaking up the video into segments to introduce the cows one-by-one in the coming weeks.
"The goal is really just to share our stories," said Callahan. "We have so many wonderful, loyal fans, and we found incredible engagement on our social channels…so we know there’s an interest there."