Did you hear the story about the guy who designed a T-shirt that says Eat More Kale? The slogan “went viral before people knew what viral was,” says Bo Muller-Moore, designer of the T-shirt. That was back in 2000. Now the shirts and stickers are widespread. No doubt, kale-lovers must have been pretty excited to have this new slogan.Much better than Got Milk?
But last year, a fast-food company called Chick-fil-A asked Muller-Moore to stop selling his slogan because it might be confused with Chick-fil-A’s slogan: Eat Mor Chikin.
I don’t know what I hate more: misspelled words or kale.
The words are misspelled because, well, the slogan was written by cows. Chick-fil-A puts it this way on their web site: “In 1995, a renegade cow, paintbrush in mouth, painted the three words “EAT MOR CHIKIN” on a billboard. From that day forward, the burger-eating landscape would forever be changed. These fearless cows, acting in enlightened self-interest, realized that when people eat chicken, they don’t eat them.” Indeed. These cows even have their own “ringtonez,” which you can download.
Muller-Moore says his slogan is about something more than kale. It’s about eating healthy food, supporting local agriculture and small business — and just being quirky. Check out the photos of his customers on his wall. He’s fighting Chick-fil-A and his latest project is a Kickstarter campaign to fund a documentary called A Defiant Dude, which will tell his story.For an overview of the case, read the New York Times article and check out eatmorekale.com.