Chick-fil-A, the Atlanta-based fast-food chain, has sent a cease and desist to a Vermont-based artist to stop using the phrase "Eat More Kale" with claims that the mark "is likely to cause confusion of the public and dilutes the distinctiveness of Chick-fil-A's [slogan "eat mor chikin"] and diminishes its value." Read the full article here.
Bo Muller-Moore isn't selling food but rather is promoting a food movement, specifically, "eating locally, supporting local farmers, bakers, famers markets, farm stands, CSA's, community gardens and restaurants, sustainable lifestyles, social commentary and community."
This certainly isn't the first time Chick-fil-A has disputed an "eat more" mark; see their opposition history here.
Is this "over-enthusiasm for brand protection" on Chick-fil-A's part? Or is there a legitimate complaint here?