Major Events Developed and Branded by Chick-fil-A and CO&P
Build the Brand
The CO&P team managed the local store public relations effort for the fastest growing, casual dining chain. We provided customized event planning, press release development and media relations support to more than 700 restaurants across the country each year. Spearheaded “Build the Brand” market visits, which included securing speaking engagements and media briefings in extended target market visits for the company’s president, Dan Cathy, to create brand loyalty.
Chick-fil-A’s 40th Anniversary
Served on chain’s internal cross-functional committee for a year-long campaign focused on strengthening emotional connections between the consumer and the brand that secured more than $5M worth of publicity value. Created and maximized awareness of multiple events (Anniversary celebration, Biggest Fan Online Video Contest and Truett Cathy’s book) that resulted in a front page/cover stories in the Atlanta Journal Constitution, Atlanta Business Chronicle. Georgia Trend and Business to Business magazine. This year-long campaign was named a PRSA Phoenix Award winner.
Chick-fil-A Cow Appreciation Day
Developed and implemented strategic focus on generating awareness of this “unique” event through media outreach, which resulted in more than triple the consumer participation over previous years. Secured television coverage in nearly 40 local markets over two days and scheduled desk-side briefings with more than 50 key NYC-area media to publicize the event and generate future coverage for the brand. Coverage included CBS Early Show, ABC Evening News and CNN. This campaign was named a PRSA Phoenix Award winner.