Chick-fil-A is issuing a cattle call! Mark your calendar for the 11th annual Cow Appreciation Day on Tuesday, July 14. On that day, Chick-fil-A restaurants nationwide will offer a free meal to any customer who visits a restaurant dressed as a cow.

Customers dressed "head to hoof" in cow attire will be rewarded with a free meal (breakfast, lunch or dinner), which includes an entree of choice, a side item and a beverage. For those too "chikin" to wear full cow costumes, the restaurant will award a complimentary entree to customers partially dressed in cow attire, such as a cow-spotted purse, hat or other accessory.

Cow Appreciation Day celebrates the restaurant company's iconic "Eat Mor Chikin" cows, an award-winning marketing campaign that is marking its 20th anniversary this year.

The restaurant first introduced the cow campaign in 1995 as a three-dimensional billboard concept depicting a black-and-white cow sitting atop the back of another cow while painting the words "Eat Mor Chikin" on the billboard.

To everyone's surprise, the cows' clever self-preservation message would be the beginning of a campaign still running strong two decades later. In addition to clever roadside billboards, the cows are the focal point of the restaurant’s in-store, point-of-purchase materials, promotions, radio, TV and internet advertising, and clothing and merchandise sales.


Customers can visit the Chick-fil-A tumblr page for cow costume ideas and tips, as well as downloadable cow spots, headbands and other bovine-themed accessories. PD

—From Chick-fil-A Inc. news release