Brooklyn-based art and prankster collective MSCHF has never been one to shy away from ruffling some feathers, and their latest mischievous endeavor and their 55th “drop” is no exception. In a cheeky play to stick it to the chicken chain that has built an empire around their love of cheap chicken and God, Chick-fil-A, MSCHF will be serving Chick-fil-A sandwiches on…a Sunday! *gasp*
Since its inception back in the 1940s, Chick-fil-A has stuck to its God-fearing guns by shuttering its doors on Sundays, the Sabbath, so that its employees are free to attend church. As a brand that loves stirring the pot as much as Chick-fil-A loves Christianity, MSCHF has devised their latest drop to “take advantage of the obvious hole in the market left by notoriously Christian restaurant chain Chick-fil-A’s Sabbatarianism,” as stated in the “Manifesto” on their site. They jab: “Hail Satan and Eat Mor Chikin on holy days.”
The campaign has been cleverly dubbed “Sunday Service” by the sinners at MSCHF, with their congregants encouraged to sign up to receive a secret link if they are within MSCHF’s delivery radius this Sunday, September 26. From there, customers can order their $6.66 Chick-fil-A sandwich on a first-come, first-served basis. Incidentally, these will be genuine Chick-fil-A sandwiches which MSCHF will procure from actual Chick-fil-A locations. “We, of course, can’t get more sandwiches day-of because the real Chick-fil-A is closed,” MSCHF notes with a hardy dose of deadpan.
The branding for the drop, including the packaging these unholy sandwiches will come in, takes elements of the original Chick-fil-A identity and subverts them with an inverted red and black color scheme and a spiky barbed wire motif.
To push the drop over the edge and infuriate Chick-fil-A even further, MSCHF promotes those participating to “Tweet @ChickfilA and thank them for spitting in the face of God.” The FAQ section on the drop’s landing page concludes with: “Is this affiliated with Chick-fil-A? Surely you jest. Absolutely not.”
Say what you will, but you’ve got to respect the audacity.