Who is Chick-Fil-A Now?

By Meredith Redfern

It was announced in July that Chick-Fil-A has broken ties with long time ad agency partnership, The Richards Group. Chick-Fil-A had been with the renowned advertising agency for over 20 years and this was a complete blindside. The Richards Group is responsible for the famous cows, out of the ordinary outdoor advertising by using 3D props on billboard and more. Since the split, Chick-Fil-A has given McCann New York most of its heavy hitting work, and split up the rest. So what does this mean for the future of the beloved company, food chain, and most importantly, the cows?

The new push for Chick-Fil-A is promoting healthier eating and the service you receive from the national chain. The new Chick-Fil-A team is trying to bring the famous tagline “eat mor chikn” to life, but they’re not sure about the cows. McCann is in the process of rebranding the company but still keeping it’s fan base. Chick-Fil-A is the leading chicken place in the nation and they intend to keep it that way. After 20 years with The Richards Group, the company’s sales increased every year. The company has no doubt that McCann will be able to do the same going forward. If everything is changing about Chick-Fil-A’s branding and advertising, what about social media?

Moxie is among the list of new agencies working on the Chick-Fil-A account and there has already been a slight change in the way Twitter posts are written. Before the announcement of the switch, Chick-Fil-A’s Twitter account used emojis or gifs in almost every post.


Afterwards, there are fewer emojis, gifs, or fun hashtags that relate to the post and more Twitter polls, which gets followers to engage more.


Could the switch of agencies be detrimental to Chick-Fil-A? Probably not, but it is a change. The cows are fading out, and the company is taking on a more serious approach. It will be interesting to see the first campaigns from all the new agencies at the beginning of the new year and if Chick-Fil-A will continue to be one of the top brands on social media. How will people react when the cows aren’t everywhere? Only time will tell, and it doesn’t seem like we have to wait too long.

Feature Photo Credit: Chick-Fil-A


Salo, Jackie. “Why Chick-Fil-A Rules Social Media.” International Business Times. N.p., 15 Jan. 2016. Web. 09 Oct. 2016.

Twitter. N.p., n.d. Web. 09 Oct. 2016.

Wohl., Jessica. “Chick-fil-A Drops The Richards Group After 22 Years.” Advertising Age CMO Strategy RSS. N.p., 21 July 2016. Web. 09 Oct. 2016.

Published by

UNT Eagle Strategies

Class members of the social media class in the Mayborn School of Journalism