Problem How do you increase awareness when you are vastly outspent by your competitors? Solution Create an outdoor presence that dominates a city’s roadways. Background Being the underdog is nothing new for Chick-fil-A. It sells chicken to a nation that worships the hamburg- er. It is closed on Sundays, giving up a substantial amount of revenue for a strongly held principle. And it is significantly outspent within the quick-service restaurant (QSR) category. Its biggest competitor spends more in a week than we do in a year. How do you even begin to make an impact when the odds are stacked against you? In the case of Chick-fil-A, it was a combina - tion of renegade cows and a medium that could stop traffic, literally. OOH is a medium largely overlooked by deep-pocketed compe

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