KFC introduces Dip'ems with six sauce choices

Oct. 15, 2012

KFC announced today the launch of Dip'ems, chicken tenders that come with six dipping sauces.

The chicken tenders are made from 100-percent premium all-white meat chicken, marinated and double-breaded in special seasonings. Three new sauce selections – Creamy Buffalo, Orange Ginger and Bacon Ranch – join the existing dip line-up of Honey BBQ, Honey Mustard and Creamy Ranch.

"We know – and our customers have confirmed – that dipping is irresistible. Once you start dipping, you just can't stop," said Jason Marker, chief marketing officer for KFC U.S. "Our solution: Dip'ems, an irresistible combination of Extra Crispy Tenders and six sauces that will satisfy any appetite."

Dip'ems are available at participating KFC locations in a bucket of 20 tenders and all six sauces or in a combo with three tenders, a choice of two sauces, a side item, a biscuit and a medium drink for $5.

To promote the new offering, KFC has launched a campaign focused on "dude food etiquette," since Dip'ems allow consumers to throw out the rulebook on proper eating habits.

"No one should tell a man how to eat. Especially if it's Dip'ems. If men need advice on how to eat with their hands, then our society is in trouble," said Joel Stein, humorist and author of Man Made: A Stupid Quest for Masculinity. "And now with all these individual sauces to choose from, I can double dip by myself all I want. And I want to a lot."

KFC has teamed up with Break Media to create a series of videos around "Dipping Rules." Starring Jay Mohr, each webisode features the dos and don'ts of dude food etiquette including when it is OK to double dip and whether the five second rule applies to sauce. The first video will air on Oct. 17.

In addition, starting that date, people can share their best "dude food rules" for a chance to win the ultimate weekend in Las Vegas, with three friends, an Xbox 360 with five great games or $50 in KFC Chicken Checks. More information is available at break.com/kfcdippingrules.

Read more about food and beverage introductions.

Topics: Chicken , Food & Beverage , Marketing / Branding / Promotion , Online / Mobile / Social

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