Traditional vs. New Media Case Study

Chick-fil-A "Eat Mor Chikin"

Chick-fil-A has come to be known as one of the yummiest and healthiest fast-food restaurants in America, and its public relations team is widely to thank for this. Chick-fil-A was founded in Georgia in 1946. With its founder possessing evangelical Christian beliefs, Chick-fil-A is one of the only restaurants closed for business on Sunday. Though these harsh Christian beliefs enforced into an American restaurant company may seem like be a turn-off for customers, Chick-fil-A’s public relations team has made sure that none of this would happen; in-fact, it has made people love Chick-fil-A even more!

Chick-fil-A billboard

Traditional media is one of the most well-known and successful types of PR that Chick-fil-A has. Everyone recognizes the humorous and light-hearted billboards of a cow holding up somesort of sign (incorrectly spelled of course) as Chick-fil-A’s. As customers, we often look forward to seeing new ones because of how comical they are. This example of traditional media also relates to the 4 p’s of marketing strategy. The billboards affectively promote the product by using their catch phrase “Eat Mor Chikin.” Their billboards also often show where the closest Chick-fil-A is, such as “Next Exit. 1.5 Miles.” Having incorrect grammar is also a big PR stunt that Chick-fil-A uses. Playing into the idea that the cows wrote the billboard, Chick-fil-A is able to affectively promote their low-priced food to a wide variety of consumers. Another extremely successful type of traditional media that Chick-fil-A uses is the “Trade in your toy for ice cream” idea for kid’s meals. This concept plays into a positive message for children, meaning you can’t have both your toy and ice cream, but you can trade in your toy for ice cream if you want to do so. This shows children that you can’t always have everything you want in life, and sometimes you have to pick one thing over another, even if you want both. This type of traditional media is extremely effective, because no other fast-food restaurant does this, separating Chick-fil-A apart from and above the rest. Chick-fil-A also has "Cow Appreciation Day" once every year, where customers dress up like cows and come to Chick-fil-A for a free chicken sandwich. The PR team has actually made their customers walking advertisements for Chick-fil-A!

Chick-fil-A Cow Appreciation Day

Though traditional media has done wonders for the Chick-fil-A franchise, their public relations team is also very successful at staying up-to-date on Facebook, Twitter, Instagram and YouTube. Chick-fil-A’s Facebook has constant updates, which keep them connected to their consumers. The statuses often interact with the public, saying “ ‘Like’ if you’re celebrating Labor Day with friends, family and Chick-fil-A! #HappyLaborDay.” Adding to this, Chick-fil-A’s Twitter account is constantly tweeting and hash tagging about the abundant love, and quite frankly obsession, everyone has for Chick-fil-A breakfast, lunch and dinner. The Twitter account also re-tweets other accounts that tweet about and tag Chick-fil-A, which is an incredibly smart way to interact and please the public. Also, since Instagram is the entire craze these days, the Chick-fil-A Instagram account uploads both delicious pictures of Chick-fil-A food and creative pictures that incorporate Chick-fil-A. Lastly, Chick-fil-A’s YouTube channel is booming with thousands of hits, not only because of humorous videos about Chick-fil-A, but also in-depth documentaries on how Chick-fil-A’s Junior Achievement Foundation works to help children who are less fortunate. All the different types of Chick-fil-A’s new media successfully uses the 4 p’s of marketing by affectively promoting Chick-fil-A restaurants with locations and prices that are easily accessibly for all different demographics.
All in all, Chick-fil-a has become one of the most successful businesses due to their PR team. They have stayed consistent with every type of media advertisement they have used and also stayed consistent with the founder’s beliefs.  Because they have not abandoned any traditional media with the place of new media, but rather incorporate both into their overall company, Chick-fil-A has become more and more successful each day. Chick-fil-A is able to effectively use the 4 p’s of marketing, product, price, place and promotion, and therefore will continue to thrive with the incredible support and love from their customers.  

Chick-fil-A cow advertisement