Chick-fil-A, the fast-food giant known for its delicious chicken sandwiches, has officially gone Hollywood. The company has announced the launch of its new app, Play, which will deliver a variety of original content including games, shows, and podcasts to engage its customers beyond the restaurant.
Why This Matters
This move can be seen as Chick-fil-A’s modern-day answer to the traditional “Happy Meal strategy,” but with a digital twist. The app allows the brand to stay connected with its customers even when they aren’t physically visiting one of its locations. By expanding into the world of content creation, Chick-fil-A is developing a deeper relationship with its audience, much like other brands that are branching into media.
A Closer Look at Play
The new Play app offers a lineup of exciting features. According to the company, it will host a mix of:
- Animated shows featuring the brand’s iconic cows
- Scripted podcasts
- Recipe and craft videos
- E-books
The content will focus on themes of generosity, friendship, creativity, and entrepreneurship, says Khalilah Cooper, Chick-fil-A’s vice president of brand strategy, advertising, and media. This carefully crafted content is designed to reflect the company’s core values while keeping viewers entertained.
The Bigger Picture
Chick-fil-A’s move into content creation is part of a growing trend where non-entertainment brands build their own media properties to tell their stories. Chick-fil-A isn’t the only brand doing this—other major companies like Starbucks and Chuck E. Cheese have also launched media projects this year. The focus of these efforts is to foster “human connection” and provide entertainment that resonates with their customer base.
For Chick-fil-A, it’s no surprise that its content will center around family-friendly storylines. Known for its conservative values, the company is likely to ensure its programming remains wholesome and suitable for all ages.
Beyond Advertising
Branded content, especially content aimed at children, allows companies to engage their audience without the direct “stink” of traditional advertising, notes CNBC. By creating immersive and entertaining experiences, brands can build loyalty and recognition in a more subtle way. Plus, when companies like Chick-fil-A take these creative risks, they aren’t as vulnerable to failure as a traditional Hollywood studio might be. Their core business remains intact regardless of how the content performs.
A New Era for Media?
Chick-fil-A’s foray into content creation marks another fracture in the media landscape. It highlights how brands are now willing to diversify their investments into content creation, spreading beyond the boundaries of traditional advertising. By funding original shows, podcasts, and digital experiences, companies like Chick-fil-A are helping to reshape the media ecosystem, offering new entertainment sources while reinforcing their brand identities.
This move may indicate that the future of brand engagement goes far beyond commercials or in-store experiences. As content creation becomes more accessible, expect more companies to launch their own media properties, providing new ways to connect with their audience.