KFC is launching its new global tagline, "So Good," in conjunction with a giveaway promotion for its new $5 Big Crunch Box, which features the brand's new Extra Crispy chicken strips.
The So Good tagline is the first-ever global ad campaign in the brand's 70-year history. The campaign, launching in the United States, Canada and France, with other international markets to follow, is aimed at "recognizing and embracing real, genuine moments of shared joy," according to a news release.
The first commercial to feature So Good is a spot for the $5 Big Crunch Box, created by Draftfcb Chicago. The creative treatment of the So Good tagline includes the phonetic phrasing of the tagline ("So S – O – G – Double O – D Good") as well as a So Good song. (Click here to view the latest commercial.)
The $5 Big Crunch Box promotion in the United States includes a social media contest that will award 5,000 free Big Crunch Boxes across the country. To participate, fans must post a nomination for their city on one of KFC's social media pages (Facebook, Twitter or MySpace) explaining why their community is So Good. Nominations also can be sent via e-mail to sogood@kfc.com.
KFC officials will review all submissions and select at least one KFC in each state where 100 lucky customers will receive free $5 Big Crunch Boxes on June 17. On June 14, KFC will distribute a secret password through all of the brand's social media channels that can be used to score a free lunch at the selected restaurants.
"There's no better way to unveil our new global tagline than rewarding some of the millions of KFC fans who connect to us through social media," said Javier Benito, executive vice president of marketing and food innovation for KFC, in a news release. "Our loyal followers know that KFC is 'So Good,' but we are excited to share this new campaign and connect with new friends across the country."
$5 Big Crunch Box
KFC's new $5 Big Crunch Box features three Extra Crispy Strips, potato wedges, a biscuit and a medium drink for just $5 (plus tax, at participating locations). New dipping sauces also are available, including a choice of KFC's signature sauce or Spicy Chipotle Sauce.
