Just the other day I posted an article about the story of the Chick-Fil-A cow campaign. If you’ve got the time, I’d really encourage you to read the article at the link. Not only is it a wonderful history of the Chick-Fil-A cows, one of the most creative brand campaigns ever, but it highlights a core truth about the creative process – that it usually takes several iterations to land the jackpot. What looks simple in retrospect is always complex in the making.
But this post isn’t about how great the cows have been. Because after 22 years, the chief marketer for Chick-Fil-A retired, and the new guy they appointed as CMO (Chief Marketing Officer) just dropped the firm that created the cows.
And, they’ve made several new ads. Here is one:
I understand the new guy wants to make his mark. But these are just terrible, and now for the first time I have doubts about the future of Chick-Fil-A. And it’s not just because the new ads lack cows, but because of the message they send.
Doubt is the worst thing that can ever happen to a company’s brand.
Just like with the Volkswagen emissions scandal, trust built over decades can be lost in a moment. Once a customer begins to question a company’s direction, it’s never the same again.
Like the old ad man says in the article on Ad Week announcing the change, a brand is a promise.
And what is the promise Chick-Fil-A gives to its customers? Well, what do people say about the company? Lovable, underdog, like you and me. Just like the cows, they’re “all-American.” Whatever that means to you – and, of course, it means different things to different people, but everybody loves the cows.
To be clear, the cows won’t go away overnight. Instead, they will fade, to be replaced by something new. But what?
These new ads say something else entirely. They communicate a different position entirely. Instead of the little company that could, now they are the big behemoth, number-one-and-we-know-it, champs on the charts. “Best ever in the history of the world,” to quote the guy playing Beethoven.
These ads communicate an entirely different brand promise: snarky winner.
Nobody loves the snarky winner.
I actually wonder if this is a sign of a culture shift in the wake of founder Truett Cathy’s passing, where the core values of the company are beginning to shift. Is it the inevitable move to self-glory I talk about in Think Like a Five Year Old? The consequence of creative success, the shift from hunger to hubris? The beginning of the end, the day Chick-Fil-A jumps the shark?
I hope not, but the new ads sell a different brand promise. To quote my friend Ron Joray, next thing you know, they’ll be open on Sundays.