In the brand’s first creative with new agency McCann NY, Chick-fil-A’s “cowz” aren’t going anywhere. Well, actually, they’re going everywhere—and they’re doing it with virtual reality glasses on their considerable heads and dangling from their bovine mouths.
In an ad campaign that debuted during the Grammys on Sunday, the leading chicken chain decided to roll out its familiar “Eat Mor Chikin” cows again, playfully promoting Chick-fil-A for self-preservation reasons.
The campaign is all about the cows trying VR glasses—and trying to get humans to enjoy the experience, too.
While Chick-fil-A marketers left the brand’s agency of 20 years, The Richards Group, last year, they wanted to keep employing the now-iconic cattle even as Chick-fil-A seems to build its brand for the long term in new ways.
“We always felt pretty good about the basic fundamental cow campaign strategy,” Joe Saracino, Chick-fil-A’s vice president of brand strategy and media, told Ad Age. “It’s a campaign that we want to make sure that we always get right.”
Besides TV and digital ads, the campaign includes the free handout by Chick-fil-A of thousands of branded cardboard viewers and a Cowz VR website.
While few marketers yet are truly harnessing VR, the new campaign is a way for Chick-fil-A to forge a more innovative technology identity while maintaining a sense of humor and not messing with the tried-and-true tactics that helped the chain surpass KFC as No. 1 in fast-food chicken in the US.