“Eat More Chicken” — A Typical Day for New Yorkers

Once again, to express my strong affection, I write another article about fabulous Chick-Fil-A. It has been a while since last time I tried so hard to screen social media for some ads made by fast casual chains. It turns out that these chains just rarely promote their posts nor tweets. But most of the chains pay agencies to do the social media work.

Moxie, a marketing and technology agency, has been Chick-Fil-A’s social media agency since 2008. According to an article wrote by Moxie, “Engagement Labs has ranked Chick-fil-A (CFA) #1 top favorite American brand on all major social platforms: Facebook, Twitter, and Instagram.”


Source: Engagement Labs eValueTM 2015 rankings of America’s 10 favorite brands for 2015

The most iconic image of Chick-Fil-A for many people must be “Eat Mor Chikin Cowz.” They are widely shown on TV and Out-of-home, which consist of 95% of their total media spending. For the rest of the budget, in 2016, only less than 2 million dollars were spent on digital media, according to Redbooks.


Despite the limited budget on digital media, Chick-Fil-A still does a good job on it.


Chick-Fil-A puts heavily efforts on Facebook, where the brand has the most followers. The brand never goes with plain words, instead, their content always comes with images or videos. Even though I didn’t see any promoted videos or images, it takes some money to develop these original content. In fact, this strategy did do a great job. The views are generally between 200k to 700k. Chick-Fil-A also has partnerships with some influencers, such as @businessinsider and @eatthisnotthat. They also generate leads for Chick-Fil-A.



The company uses a completely different strategy on Twitter. The brand official account has 804k followers. Short sentences, few videos, and no image at all are the codes being followed. Chick-Fil-A also has partnership with some influencers, including @ArianaMariexxx


Unlike their Facebook page and Twitter account, their Instagram account is extremely product orientated. Even though their Instagram account is full of food.  To make their post more like a user-generated content, it’s been said that most those photos were taken by iPhone and were not edited more than using a filter. “We can do that because our food looks good.”



The content on Tumblr is not as same as on Instagram. The are mostly gif pictures and short videos. Currently, Chick-Fil-A is running a campaign called “not that crazy”. The campaign is mainly focusing on persuading people to eat chicken sandwiches in the morning.



The most popular video that made by Chick-Fil-A has almost 8 millions of views. It is astonishing that the brand is favored by many people. It is easy to find some commercials on their Youtube channel, such as this one!

Overall, Chick-Fil-A has is doing pretty good on social media. When there was a restaurant temporally closed because of a permitting issue, New Yorker literally freaked out. They took photos at the sign and spread them to social media. As a Chick-Fil-A lover, it is hard to imagine what will happen to me if the Chick-Fil-A at 37th St 6 Ave closes.

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