Tomahawk-chopping Chick-fil-A cow heads to Turner Field
40-foot promotional bovine will sport Braves hat, "Du Tha Chop. Eat Tha Chikin" sign


The Atlanta Journal-Constitution
Published on: 06/11/08

If you're driving past Turner Field next week and see a strange object above left field, your eyes are not deceiving you.

Chick-fil-A's metro Atlanta restaurants are taking the company's cow campaign to new heights, hoisting a 40-foot tall, 15,000-pound, tomahawk-chopping mechanical cow atop the Braves' stadium.

Courtesy of Kern Studios
Kern Studios, a New Orleans company best known for making Mardi Gras floats, built the cow for Chick-fil-A.
 
Courtesy of Kern Studios
The cow is expected to arrive in Atlanta this weekend and be unveiled at the June 20 Braves game against the Seattle Mariners.
 
More photos of the big Chick-fil-A cow

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The cow is expected to arrive in Atlanta this weekend and be unveiled at the June 20 game against the Seattle Mariners. Look for it between the big Coca-Cola bottle and the out-of-town scoreboard.

The local Chick-fil-A operators wanted to do something that clearly tied the chicken sandwich chain to its Atlanta roots, said Robin Ogle, Atlanta area marketing director for Chick-fil-A.

Chick-fil-A headquarters is on the south side of Atlanta and it has 131 outlets in the area. The Braves and the Chick-fil-A cows, part of a campaign that urges people to "Eat Mor Chikin," seemed a natural pairing, Ogle said.

"People have a fondness for the cows," Ogle said. "Anytime we can make a cow bigger and funnier, people love it. They respond to it."

The Braves liked the idea because the cow enhances the fan experience, said Derek Schiller, executive vice president of sales and marketing for the Atlanta Braves.

The Coca-Cola bottle at Turner Field shoots off fireworks after home runs. An AT&T sign keeps track of strikeouts. The cow adds another interactive element.

"I think it's going to be a great complement to the stadium," Schiller said.

"It supports what is a very well-known and famous fan activity, doing the tomahawk chop. It fits well with the Braves culture and with Turner Field."

Chick-fil-A started the cow campaign in 1995. Cow billboards are now scattered across the Atlanta area and the United States. A pair of cows is featured on a water tower as drivers approach Atlanta from the south.

But the tomahawk cow is special. Chick-fil-A began talking with the Braves two years ago.

It contracted Kern Studios, a New Orleans company best known for making Mardi Gras floats, to build the cow.

The design went through several iterations. Chick-fil-A initially was presented with a cow posed in a tomahawk chop.

Then, the design was changed so the cow chopped from the shoulder.

That simply would not do, Ogle said. The cow had to bend at the elbow. That's the way fans chop at Braves' games.

"Anything less than that didn't make sense," Ogle said.

Kern fabricated the cow in its Valencia, Spain, facility and then shipped it to New Orleans this spring. The cow is scheduled to be hauled in pieces to Atlanta this weekend and lifted by crane to its home in Turner Field. It has a Braves hat and signboard that reads "Du Tha Chop. Eat Tha Chikin."

Chick-fil-A has a five-year agreement to keep the cow at the Turner Field, but the contract could be extended, Ogle said. She would not disclose the price of the agreement.

"Let's put it this way, it's a lot of chicken sandwiches," Ogle said.

In addition to the cow, Chick-fil-A recently opened two outlets at Turner Field. The stadium restaurants, like the rest of Chick-fil-A outlets, are closed on Sundays.

The cow will chop at every game.

"The thing with the Chick-fil-A cows is that they do not work for Chick-fil-A," Ogle said. "They're working for the beef cause."

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Comments

By Southern Girl

Jul 3, 2008 2:52 AM | Link to this

Stop your whinning Northern kids. ChickFilA is an icon here in the South and here to STAY! I know you aren't spending your time worrying about (and BITCHING)about this cow. SHUT UP or GO BACK HOME!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
We can do without your whinning! Grow up or move on! We LOVE ChickFilA and always will! We don't move to Chicago and complain about the HotDogs!!!!!WhayWhay!!!

By jj

Jun 18, 2008 6:02 PM | Link to this

I love the Cow it has become a symbol of Georgia. The success of the cow and Chick Fil A represent what can be done without sacrificing moral or ethical issues. You can't tell me that being closed on Sundays has done them any harm. Who cares if he's doing the tomahawk chop - who cares if anyone does the tomahawk chop - it is used as a sign of power and spirit and fans cheering on their team. It is not used in a deragotory sense yet as a symbol of how BRAVE and strong our BRAVES are. Whether you like the cow or not, it's doing its job and it's a lot cuter than any of the other mascots or cheerleaders in town for hat matter - everyone whined about the Olympic Mascot,too. Who? What? Was that?!

By andrew

Jun 18, 2008 8:52 AM | Link to this

LMAO. It's good that you people have the AJC to vent your frustrations with your lives by complaining about things that normal human beings find cute or could simply care less about. Personally, I think that the cow is cool. By the way, don't tell them that Truett makes a hell of a burger at the Dwarf House!

By weatherboy

Jun 17, 2008 3:51 PM | Link to this

Wow, that's the tackiest, dumbest thing yet at Turner Field, except for that Cartoon Network trash out in the pavilion. Skip Carey will bite his tongue, but I can hear him now..........

By dawgfan

Jun 17, 2008 3:34 PM | Link to this

After seeing the pics, how in the phuck can the Braves management live with themselves?! What an embarrassing piece of marketing garbage! What does a giant cow have to do with the Braves!?!?

Just take it down and forget it ever happened.

By kevin

Jun 16, 2008 12:40 PM | Link to this

gary, how is this cow in any way, shape, or form related to your financial and/or dental issue? maybe you should get a full-time job with chic-fil-a for some dental benefits

By TOM BOYLEN

Jun 13, 2008 9:10 AM | Link to this

MY GOSH,
NEVER KNEW WE HAS SO MANY NEGATIVE FOLKS AROUND. TRUETT CATHY AND HIS FAMILY ARE TRULY LEADERS IN THEIR FIELD. AND IN ADDITION TO THEIR BUSINESS TALENTS, THEY DO MANY MANY GOOD THINGS FOR THEIR COMMUNITIES. THEY DON'T BRAG.....THEY JUST "DO IT". LOOK AROUND YOU GOOD PEOPLE. BE THANKFUL FOR A COMPANY LIKE "CHIC-FIL-A"

By jl

Jun 12, 2008 12:28 PM | Link to this

The tomahawk chop is a "disgusting fascist salute". YOUR AN IDIOT!! Get a life.

By m

Jun 12, 2008 11:28 AM | Link to this

Wow--now a giant cow doing that disgusting fascist salute too. Fun for the whole family.

By HokieMike

Jun 12, 2008 8:12 AM | Link to this

I just hope the cow can pitch middle relief or hold down a closer role, because that's what they need.

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