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KFC uses athletes to test branded grips
March 3, 2010
KFC is marketing its new Boneless Filet through several sports-marketing endorsements that highlight the "Get a Grip" tagline for its handheld product. Like past campaigns — including branding fire hydrants and petitioning the United Nations — the current promotion goes beyond hyping the menu item itself. For this campaign, the company has teamed with Philadelphia Eagles wide receiver Jason Avant, professional golfer J.B. Holmes and 2009 NCAA Champion and rising tennis star Devin Britton, to test new KFC-branded athletic grips in each of their respective sports.
"Our new Boneless Filet Box meal features unique product packaging that makes it easy for KFC fans to 'get a grip' on a tasty boneless filet of the Colonel's Original Recipe," said Javier Benito, executive vice president of marketing and food innovation for KFC. "We're always looking for outside-the-bucket campaigns that place KFC at the forefront of marketing trends, and with the new Boneless Filet Box meal we couldn't resist reaching out to professional athletes to help deliver the message that consumers can 'get a grip' on a meatier way to eat chicken."
As part of the marketing relationship with KFC, each athlete will receive a year's supply of free Boneless Filet Box meals in exchange for their expertise in testing the branded KFC grips.
Avant, Holmes and Britton have inked deals with KFC to become the first-ever "Get a Grip" testers for the brand's latest marketing endeavor – branded athletic grips.
"I'm excited that KFC has reached out to me to help test its new tennis grip," said Britton, who will try to serve up an ace and use a KFC-branded tennis grip as part of his first non-tennis corporate sponsorship deal. "This sponsorship will help me as I get a grip on life as a professional athlete."
The new KFC Boneless Filets feature 100 percent white meat in boneless and skinless filets, and are freshly prepared in KFC's Original Recipe of 11 herbs and spices. The meatier alternative to chicken strips and nuggets is meant to be eaten by hand, with each filet served in a sleeve to help customers "get a grip" while eating it.
The filet is sold individually for the suggested retail price of $1.99 as part of the KFC Boneless Filet $5 Box, which includes an Original Recipe Boneless Filet, an individual side, biscuit and drink for $5. A box with two filets is available for a recommended price of $6.99.
KFC promotion history
KFC began its foray into unique advertising campaigns in 2006 when it unveiled a newly re-designed logo so big it could be seen from space. In 2009, KFC branded repaired potholes to read "Re-Freshed by KFC." Earlier this year, the brand funded fire safety improvements in exchange for placing the KFC Colonel's iconic face on fire hydrants and extinguishers. The unique "Get a Grip" program continues KFC's efforts to creatively spotlight its new menu items.
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