Chick-fil-A Unveils Record-Breaking Ad Blitz as Industry Traffic Cools

The Cow That Moved the Needle

ATLANTA — The cows have gone prime-time. Chick-fil-A on Monday released the widest, most expensive campaign in its 77-year history—an eight-figure multimedia blitz stretching from TikTok to Times Square—betting it can reverse a months-long slide in fast-food traffic that has rattled the entire restaurant world.

A Campaign Built for Scrolling and Streaming

Instead of the usual 30-second TV spots, the chain is flooding streaming platforms, YouTube pre-roll, college football telecasts and even Spotify playlists with 15-second "micro-stories" featuring its renegade cows pleading for humans to "eat mor chikin." The creative, shot by Oscar-nominated cinematographer Rachel Morrison, marks the first time the bovine mascots appear in 4K and vertical video formats.

"We’re meeting customers where they are—on their phones, in between episodes, at the red light," Chick-fil-A chief marketing officer Steve Robinson told reporters at the company’s headquarters. "If we don’t show up in those thumb-stopping moments, someone else will."

Why the Splurge, Why Now

Industry tracker Revenue Management Solutions reports quick-service traffic has fallen five consecutive quarters—the longest downturn since 2009—pressured by grocery inflation, gas-price whiplash and a post-pandemic shift to home cooking. Chick-fil-A’s internal data show its own visits flattened this spring, a seismic event for a chain accustomed to double-digit annual growth.

• Media agency Horizon estimates the campaign will reach 85% of Chick-fil-A’s target demographic—millennial parents—within the first 30 days.
• Creative includes an interactive Snapchat lens that turns users into cows and offers a free sandwich code redeemable only during the restaurant’s signature Tuesday closures, a gimmick expected to stoke digital buzz.
• The company is pairing ads with a limited-time return of Peach Milkshake, timed to maximize summer nostalgia.

Franchisees Foot the Bill—and Bet Big

Unlike rival chains that tap corporate coffers, Chick-fil-A’s marketing is funded largely by its 2,800 franchise operators who contribute 3.5% of gross sales to a national advertising fund. Operators voted 96% in favor of the spend, according to minutes viewed by this correspondent, convinced the traffic boost will outweigh record-high chicken and labor costs.

"We’ve never seen a calendar this loaded," said Hannah Lee, who runs three stores in suburban Phoenix. "But empty dining rooms cost more than ads ever could."

Wall Street Watches the Grill

Analysts see the move as a stress test for the broader sector. "If Chick-fil-A can buy its way back to growth, others will follow," said Sara Senatore, restaurant analyst at Bank of America. "If not, we’re looking at a structural reset in how Americans eat."

Investors will get a first read when July same-store sales figures hit next month. Until then, the cows have the mic—and the nation’s thumb is hovering over skip.