Chick-fil-A sends a mole into the burger giant board room

Latest funny spot from McCann sees a cow doing undercover work

Published On
Jul 11, 2019

Editor's Pick

In McCann New York’s latest for Chick-fil-A, a group of burger giant execs gather in the board to do damage control on a crisis: A mole in the company has been telling the press that (the horror!) chicken is better than burgers.

The bigwigs go around the room pointing fingers. Was it Bill, or maybe Diane, the company honcho asks. Surely, it can’t be Steve, he says, because he just joined and has been doing a great job. Never mind that Steve is obviously in disguise, wearing a toupee and has unusually large ears and nostrils.

The spot, directed by Dave Laden via Hungry Man, is the latest laffer to come from McCann New York, which became the company's AOR in 2016, following its 22-year-long relationship with The Richards Group. It continues the Chick-fil-A cows' ongoing efforts to turn the world against beef and get them to "Eat mor chikin."

Chick-fil-A is a standout in the restaurant industry, with sales up 13.5 percent to nearly $10.2 billion last year, according to data from industry research firm Technomic. While KFC's advertising from Wieden & Kennedy generates plenty of buzz, KFC is less than half the size of Chick-fil-A in terms of sales. KFC's U.S. systemwide sales rose 0.4 percent to $4.4 billion last year, according to Technomic.

Chick-fil-A's growth is putting pressure on other operators, including McDonald's, to come up with improved chicken sandwiches to appeal to people looking for alternatives to burgers.

An email sent out earlier this week by the National Owners Association, a group of McDonald's franchisees who are pushing for changes at the Golden Arches, discussed the success Chick-fil-A has seen with its chicken sandwiches. "A favorite, that our customers want, is a chicken sandwich. Unfortunately, they have to go to Chick-fil-A for it," the group said in its statement, adding that Chick-fil-A's results "demonstrate the power of chicken." The group of McDonald's operators said a chicken sandwich should be "our top priority."

Maybe burger companies should be sending their own spies into Chick-fil-A's ranks. 

 

Credits

Date
Jul 11, 2019
Client:
Chick-fil-A
Agency:
McCann-New York
Co-Chief Creative Officer:
Tom Murphy
Co-Chief Creative Officer:
Sean Bryan
EVP Executive Creative Director:
Larry Platt
EVP Executive Creative Director:
Daniel Rodriguez
VP Executive Producer:
Chance Bassett
Creative Director:
Nic Howell
Creative Director:
Geoff Bentz
Associate Creative Director:
Dan Colburn
Associate Creative Director:
Jesse Yowell
Senior Copywriter:
Margaret Webber
Art Director:
Tim Min
EVP Co-Head Acct. Mgmt/Managing Director:
Veronica Bertran
SVP Group Account Director:
Dina Hovanessian
Account Director:
Lisa Huang
Account Executive:
Matthew Dougherty
SVP Global Strategy Director:
Julianna Katrancha
Strategy Director:
Justin Luk
SVP Director of Business Affairs:
Wilmien Blake
Senior VP Brand Strategy Advertising and Media:
Joe Saracino
Senior Director Integrated Creative:
Ashley Callahan
Senior Manager Integrated Creative:
Suzi Yebio
Planner Integrated Creative:
Lynah Stone
Production Company:
Hungry Man
Director:
Dave Laden
Editorial Company:
Beast
Editor:
Merritt Duff
Special Effects Company:
Method
Lead Artist:
Randie Swanberg
Mixer:
Paul Weiss
Mixer:
Sonic Union

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