Chick-fil-A

It has been a subject of conversation several times since I've moved up north. In Florida growing up, Chick-fil-A was always a treat during trips to the mall. Eventually the fast food chain branched out with individual drive-thru restaurants all along southern highways. (I've actually held out for hours on road trips just to find one) Anyone I've met up north who has visited a Chick-fil-A, always remembers it fondly as "The bet fast food ever!". While the food stands alone, the advertising the company uses also proves very effective and memorable. Most people who have visited the restaurant are sure to remember the black and white cows promoting "chikin" as an alternative to the burger chains. Humanizing the cows with their "Eat Mor Chikin" signs immediately conjures the smell and taste of a Chick-fil-A sandwich, or waffle fries. The branding works and is immediately identifiable to anyone from the south, or to anyone who has ventured off the highway. Another thing that I have noticed, is that while the advertising has changed over the years, the original logo has not been modified. It remains a red beacon signifying wholesome, southern food on the go. The style of the scripted logo is reminiscent of a 50's diner, or maybe a neon sign. It works alone or is effectively placed into all of the company's modern advertising campaigns. Recently, the Tropicana orange juice company tried to recreate their branding and logo. They met with vehement complaints and emails in response to the new campaign. While the new packaging was pleasing to the eye, it did not retain any of the former elements that the public had associated with the brand, such as the orange with a straw in it. Perhaps their campaign would have been more successful if they had kept some of the classic elements of their brand similarly to the Chick-fil-A logo positioned along with the cows.