Kentucky Fried Chicken is falling "behind" on its marketing plans for its bun-less Double Down sandwich. The company launched a new initiative this week, employing brand ambassadors, also known as "human billboards," to sport sweatpants featuring the KFC Double Down logo on the backside.
The company's on-clothing ad campaign, taking place at select campuses across the country, is recruiting female undergraduates interested in participating to contact KFC through its Facebook page, www.facebook.com/kfc.
KFC will then select students at three campuses and outfit them with the customized sweatpants, KFC gift checks to distribute to fellow classmates, and a $500 stipend for their involvement.
The campaign has already launched in Louisville, Ky., where KFC's parent company, Yum! Brands, is located.
Those who don't get the ambassadorship nod can still show their loyalty to the Double Down by joining the new "Order of the Double Down" KFC Facebook page, www.facebook.com/theorderofthedoubledown.
“It’s hard to imagine anyone escaped the buzz of the Double Down earlier this year,” said John Cywinski, chief marketing and food innovation officer for KFC, in a company statement. “But in an effort to reach consumers coast-to-coast, and especially our key target of young men, we’ve established yet another advertising first – one that’s fitting of the Double Down’s head-turning history.”
