Industry News | June 30, 2000
Chick-fil-A Acts to Protect 'Eat Mor Chikin(R)' Campaign
"The fully-integrated 'Eat Mor Chikin' campaign is the heart and soul of our business-wide marketing and promotional programs. Fortunately, it's been a very successful campaign, but unfortunately, lots of people have tried to copy it. We trust Burger King will realize their error and respect the equity Chick-fil-A has developed in our distinctive and now famous cow campaign," said Steve Robinson, senior vice president of marketing for Chick-fil-A, Inc.
Chick-fil-A further charges that Burger King's overall "Save the chickens. Eat a Whopper." in-store promotions, along with the TV spots... "are a dilution of our trademarks and an infringement on our copyrights." Chick-fil-A says "the wording, appearance and tone" of the overall Chicken Run related campaign are a direct imitation of its "Eat Mor Chikin" campaign.
"While imitation is always flattering, it is imperative that we protect our campaign's integrity by forbidding such blatant infringements," added Robinson.
"If Burger King wants to discourage its customers from eating its own chicken sandwiches, that is their business. When they unashamedly impersonate our trademarked concepts and copyrighted expressions, it becomes our business."
"We are sure Burger King is fully aware of our 'Eat Mor Chikin' campaign since it tied them for second place (Silver) for the 1998 EFFIE Award for creativity and effectiveness in advertising," said Robinson. "We have valuable marks and rights here, and we must protect them."
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