Quick-service chicken chain Chick-fil-A has placed digital agency BrightWave Marketing in charge of its e-mail marketing campaigns.
BrightWave, the first agency retained by the Atlanta-based Chick-fil-A specifically to handle its e-mail initiatives, will manage and optimize e-mail marketing for the chain, primarily through its “Email Insiders” program.
That Web-registration house list offers fans of the chain alerts about menu items, new store openings and promotional events such as public appearances by the its trademark “Eat Mor Chikin” cows.
“We have the best customers in the industry and we realized we were missing opportunities to speak to many of them who have opted in to our e-mail program,” Michael McCathren, Chick-fil-A’s senior consultant for interactive digital marketing, said in a release.
With more than 1,400 outlets in 38 states, the company exerts a strong pull over its core fan base. A small group of advocates known as “The Herd” appear at most of Chick-fil-A’s new store openings dressed in cow regalia, lining up with other customers to qualify for the chain’s “First 100” giveaway, in which the company gives the first 100 standees a free Chick-fil-A meal per week for a year.
Yesterday participating Chick-fil-A restaurants were among those offering customers free or discounted meals in honor of Tax Day. Customers who bought a meal yesterday can for the next month bring in the receipt and get the same meal for free.
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