KFC announced a twist to its Boneless chicken by offering it for a limited time in the brand’s signature Extra Crispy recipe. Extra Crispy Boneless will be available at KFC locations nationwide through 2/2. To support, QSR chain is debuting “How Do You KFC?” – a movement that celebrates the real, authentic connections KFC’s biggest fans have with the brand. It kicks off with a campaign that puts the consumer first and illustrates the relevance of the brand and the rediscovery of KFC food. Stephanie Mattingly, KFC National Media Manager, tells RBR-TVBR about the buy: “Our national media plan is built to drive rapid awareness of Extra Crispy Boneless. Highlights include high-profile TV placements (Network Prime and Live Sports), as well as consistent digital presence featuring online video, mobile and social support.”
The humorous #HowDoYouKFC spots from Draftfcb Chicago feature improv actors as customers sharing thoughts about their favorite KFC foods. Unscripted and – in an industry first – shot on iPhones, the executions are intended to capture consumers’ love of KFC in a genuine way. Using iPhones to shoot the videos is designed to mirror user-generated content. The style and tone of the spots are expected to inspire consumers to create their own videos— some of which KFC might feature in future #HowDoYouKFC ads.
The #HowDoYouKFC movement launched with 10 spots that feature Extra Crispy Boneless, airing in primetime through 2/2, and it will continue as products and promotions are introduced throughout 2014.
In addition, KFC has created a series of exciting #HowDoYouKFC films, including one with X Games gold medalist Bryce Hudson doing the world’s first back flip on a motorcycle while eating lunch. The films can be found at www.kfc.com or on the brand’s YouTube page: www.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 movement for the KFC brand. Point-of-purchase displays, uniforms, packaging, in-store greetings (“Welcome! How would you like to KFC today?”), digital and social assets and all other consumer touch points will also reflect #HowDoYouKFC.
