Monday, November 28, 2011
Chick-fil-A highly guards its motto 'Eat More Chikin'. Vermont folk artist Bo Muller-Moore has been silkscreening the phrase 'Eat More Kale' onto t-shirts for the last ten years in an effort to rally people around local agriculture. According to Chick-fil-A-'s lawyers, the phrase 'Eat More Kale' is likely to cause confusion of the public and dilutes the distinctiveness of Chick-fil-A's intellectual property and diminishes its value.
As far as confusion, I think people know the difference between kale and chicken. Does the fast food restaurant think people will walk into their restaurants and order kale? To me, this seems like an opportunity for Chick-fil-A to start offering a kale option.
Chick-fil-A's message is always accompanied by a cow, that supposedly wrote the message, 'Eat more chikin.' The obvious misspelling lets you know a cow, and not a human, wrote the message. Because while cows can write they can't spell. Bo's slogan is different. It isn't accompanied by Mr. Ed or any type of mammal that's capable of writing or speaking in English.
If you visit the fast food giant's website there's a page of healthy dining tips for kids. If Chick-fil-A really wants to embrace a healthy image, you'd think they would get behind a pro-kale message. Or maybe their healthy ambitions are devoid of any real nourishment.
All I can say is, go Bo!