"Eat mor chikin" is the chain's most prominent advertising slogan, created by the
The Richards Group in 1995. The slogan is often seen in advertisements, featuring cows that are often seen wearing (or holding) signs that [usually] read: "Eat mor chikin" in all capital letters. The ad campaign was temporarily halted during a
mad cow disease scare on January 1, 2004 so as not to make the chain seem insensitive or appear to be taking advantage of the scare to increase its sales. Two months later, the cows were put up again. The cows replaced the chain's old mascot, Doodles, an
anthropomorphized chicken who still appears as the C on the logo.
[13]
Chick-fil-A vigorously protects its intellectual property, sending
cease and desist letters to those they think have infringed on their trademarks.
[14] The corporation has successfully protested at least 30 instances of the use of an "eat more" phrase, saying that the use would cause confusion of the public, dilute the distinctiveness of their intellectual property, and diminish its value.
[15] A 2011 letter to Vermont artist Bo Muller-Moore who
screen prints T-shirts reading: "Eat More Kale" demanded that he cease printing the shirts and turn over his website.
[16] The incident has drawn criticism from Vermont governor
Peter Shumlin, and has created backlash against what he termed Chick-fil-A's "corporate bullying."
[17]
On Thursday December 11, 2014, Bo Muller-Moore announced that the U.S. Patent Office granted his application to trademark his "Eat More Kale" phrase. A formal announcement of his victory took place on Friday December 12, 2014, with Shumlin and other supporters on the Statehouse steps. His public fight drew regional and national attention, the support of Shumlin, and a team of pro-bono law students from the University of New Hampshire legal clinic.
[18]