The creative brief outlines a marketing plan to regain customers lost due to controversy by promoting Chick-fil-A's healthy food options. The primary audience are women ages 18-34 who want convenient but moderately healthy family meals. Currently they avoid Chick-fil-A due to perceived political beliefs conflicting with support for same-sex marriage. The plan aims to change behavior so customers purchase Chick-fil-A again based on healthy choices rather than media attention, and visit the website to see changes to the company's public political views.

1. Project name: Chick-fil-A Creative Brief
Version: Classic Group Date: 6/17/2013
Participants: Samantha Polizzi, Tierra Fisher, Grace Balassone, Bridget Comber, Brooke
DiClerico
Objective: The goal is to gain the customers that were lost amongst the controversy. To regain
consumers mainly through supporting health.
Time Frame: Within the next 6 months
Primary Audience Demographic: Women between the ages of 18-34 who have careers and eat
moderately healthy. The audience is women who purchase food for their family or impact the
decision of meals.
Primary Audience Beliefs: These women believe that Chick-fil-A does not support same-sex
marriage and is donating to foundations due to their similar beliefs. They believe that Chick-fil-
A is wrong for voicing an opposing opinion towards the subject. However, they believe their
family should eat healthy food if they need to prepare something fast.
Current Behavior: They are avoiding Chick-fil-A to avoid conflicts of beliefs between their
families and the establishment. People are verbally and even physically abusing workers at
Chick-fil-A establishments which are preventing consumers from visiting. They’re visiting other
fast food establishments due to lack of controversy and not due to healthy benefits.
Desired Behavior: For consumers to once again purchase Chick-fil-A based on convenience and
quality. Also for consumers to be lured by Chick-fil-A through health benefits and not the
media.
Call to Action: Purchase Chick-fil-A because it offers enjoyable healthy chicken compared to the
burgers offered at other fast food establishments. For consumers to appreciate its convenience as
a nice, easy, and healthy family meal. Check out the Chick-fil-A website to notice the changes
being made involving the company’s public political views.
Tone: Friendly but firm tone that allows consumers to feel good and take the proposal seriously.
The tone should portray that the company has recently reformed their position on the issue, but
because they became more educated on the subject and not to raise sales.
Key Message: Chick-fil-A offers fast service for a healthy, fulfilling meal that competitors can’t
offer.
Secondary Message: You can still get healthy food when you need it fast.