Chick-fil-A emerged long ago as one of the highest-volume players in fast food. Now it’s leaving many full-service chains in the dust with average annual sales of $8.1 million per free-standing store.

It might have never gotten there if it hadn’t been for one of the more memorable marketing efforts in restaurant history, the iconic Eat Mor Chikin campaign. For 20 years, consumers were urged by a group of rascally cows to spare the herd by having a Chick-fil-A chicken  sandwich instead of a hamburger.

In this week’s edition of Restaurant Business’ Restaurant Rewind podcast, Editor At Large Peter Romeo looks back at that standout marketing effort from truly a field-level perspective. Part of the recollection is an interview with a onetime Chick-fil-A employee (and current RB staff member) whose early communications work included dressing up as one of the cows. You may never look at Senior Editor Joe Guszkowski’s articles in the same way again.