When Chick-fil-A’s iconic cows first entered the Hispanic Market, they faced an unexpected challenge—their signature misspelled English was misinterpreted. While General Market audiences embraced the humor, Hispanic consumers saw it as a mockery of their English proficiency.
Our challenge: present "Eat Mor Chikin" in a way that resonated with the Hispanic audience without losing the brand’s essence.
Our solution: we kept the visual playfulness but eliminated the typos. Instead, we flipped the letters backward and introduced the tagline “Coman Más Pollo.” This fresh approach maintained the cows’ rebellious spirit while making the message clear and engaging for our audience.
The result? A culturally attuned adaptation that has been well received in OOH, ensuring the cows speak to the Hispanic market in a way that feels authentic and inclusive.
Additionally, the launch of new phrases and playful invitations to eat chicken has reinforced the cows’ preservation, making them more relevant and beloved within the Hispanic market.
*Sorry for the photos, but these are the only ones the vendor shared to prove this is real.
