The longtime chief advertising officer for Chick-fil-A tells the inside story of the way the company turned prevailing theories of fast-food advertising upside down and built perhaps one of the most successful and beloved brands in America.

During his thirty-four-year tenure at Chick-fil-A, Steve Robinson was integrally mixed up in company’s growth–from 184 stores and $100 million in annual sales in 1981 to a lot more than 2,100 stores and a lot more than $6.8 billion in annual sales in 2015–and was a about Covert Cows and Chick-fil-A: How Faith, Cows, and Chicken Built an Iconic Brand firsthand witness to its evolution as an indelible global brand. In Covert Cows and Chick-fil-A, Robinson stocks behind-the-scenes accounts of essential moments, like the creation of the Chick-fil-A corporate purpose and the formation and management of the now-iconic ‘Eat Mor Chikin’ cow marketing campaign.

Sketching on his personal connections with the gifted group of company leaders, restaurant operators, and the company’s founder, Truett Cathy, Robinson points out the important traits that constructed the business’s culture and sustained it through recession and several other issues. He also reveals how every aspect of the company’s approach reflects an unwavering commitment to Christian ideals and to the average person customer encounter. Written with disarming candor and exposing storytelling, Covert Cows and Chick-fil-A may be the never-before-told story of a great American success.

Like a behind-the-scenes look at Chick-Fil-A’s visual marketing strategy with photos available in the audiobook companion PDF download.