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Chick-fil-A Bowl marketing genius for brand
January 5, 2009
The Atlanta Journal-Constitution: Chick-fil-A has found success by becoming the title sponsor of what was known as the Peach Bowl. The company become the game's official title sponsor at the end of the 1997 football season.
The New Year's Eve football bowl game has seen 12 straight sellouts and has become one of the most-watched and attended games outside of the top-tier Bowl Championship Series games.Chick-fil-A, meanwhile, has grown from 763 restaurants at the end of 1997 to more than 1,400 restaurants at the end of 2008.
The sponsorship was Chick-fil-A's first national advertising effort and became the foundation for a marketing campaign built around college sports.Chick-fil-A used the broadcast to promote a special offer on its breakfast chicken biscuit and planned to serve about 35,000 chicken sandwiches on game day. Market research has shown a strong recall for the Chick-fil-A name and advertisements among attendees and viewers.
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