Why Chick-fil-A confuses me

There's a Chick-fil-A down the road from our house and on the way to campus, which means that we drive past it a lot. And for the past couple of weeks, they've had a sign up that honestly has me befuddled. It says "GIVE CHICKEN SOME CHEWING REQUIRED". No punctuation, no explanation. My best guess is that it is supposed to read like a "some assembly required" notice. But that is problematic for many reasons, not the least of which is that it implies that people should give Chick-fil-A chicken during the holidays. And that's just plain weird.