KFC wants consumers to 'rediscover the brand' via new marketing campaign

Jan. 3, 2014

KFC has added a new version of its Boneless chicken using its signature Extra Crispy recipe. Extra Crispy Boneless will be available at KFC locations nationwide through Feb. 2 in a Go Cup, 2-piece Combo or as part of a 10-piece Favorites Bucket.

The Extra Crispy Boneless Go Cup is available for $2.49 and the Favorites Bucket is $12.99.

To mark the introduction, the brand has launched the "How Do You KFC?" According to the company, this campaign represents "a movement that celebrates the real, authentic connections KFC's biggest fans have with the brand. It kicks off with a highly original ad campaign that puts the consumer first and illustrates the relevance of the brand and the rediscovery of KFC food."

The #HowDoYouKFC spots from Draftfcb Chicago feature improv actors as customers sharing thoughts about their favorite KFC foods. Unscripted and shot on iPhones (which the company claims is an industry first), the executions are intended to mirror user-generated content. The company is aiming for the spots to inspire consumers to create their own videos — some of which KFC might feature in future #HowDoYouKFC ads.

In addition, KFC has created a series of #HowDoYouKFC films, including one with X Games gold medalist Bryce Hudson doing a back flip on a motorcycle while eating lunch. The films can be found at kfc.com or on the brand's YouTube page: youtube.com/kfc.

"#HowDoYouKFC is so much more than an ad campaign. It's an invitation to consumers to rediscover the KFC brand and our delicious food," said Jason Marker, chief marketing officer for KFC U.S. "We want it to inspire every KFC fan to share what they love about us and how KFC fits into their lives in a relevant, meaningful and personal way. And we'll keep an eye out for epic responses that might land one of our fans in a KFC commercial."

The #HowDoYouKFC ad campaign is part of a larger, integrated campaign that also includes point-of-purchase displays, uniforms, packaging, in-store greetings ("Welcome! How would you like to KFC today?"), digital and social assets. The campaign launched with 10 spots that feature Extra Crispy Boneless, airing in primetime through Feb. 2, and it will continue as products and promotions are introduced throughout 2014.

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Topics: Food & Beverage , Marketing / Branding / Promotion , Online / Mobile / Social , Operations Management , Staffing & Training

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