Since 1995, Chick-fil-A franchises have been using TV commercials, print ads and highway billboards to promote themselves by showing cows holding up signs saying, "Eat More Chicken" - or, rather, since cows appear to have trouble with spelling, "EAT MOR CHIKIN" - in an effort to get people away from burger chains, thus increasing the fictional cows' self-preservation.
Chick-fil-A franchise even made up a website devoted to the cows at www.eatmorchikin.com. The misspellings are a little distracting (such as their link to "FACEBUK"), but they do a great job of playing it for laughs, without targeting specific competitors, thus keeping on the high road.
In spite of this ad campaign, no burger chain or beef-producing company has taken action against Chick-fil-A. Nor have any of them produced counter-ads showing chickens with "EAT MOR BURGRZ" signs. "They get onto us every now and then," says S. Truett Cathy, the company's 89-year-old founder and owner, who has run several humorous ad campaigns for his restaurant chains. Aside from a few such complaints about the cow campaign, he says, "Everybody is happy with it." Since the ads are aimed at tickling the viewer's funnybone, and not at damaging the competition's reputation, they will probably continue, and continue to boost the company, indefinitely. Or even until the cows come home.