KFC is offering its Boneless Chicken with its Extra Crispy recipe for a limited time. The crispier chicken is available as part of a 2-piece combo, 10-piece Favorites Bucket or in its new Go Cup.
KFC says the introduction marks an important moment in the evolution of KFC, as the company launches “How Do You KFC?” The movement seeks to celebrate the connections KFC’s fans have with the brand. It kicks off with an 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, the entertaining 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.
In addition, KFC has created a series of #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.
“#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, CMO 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.
The #HowDoYouKFC movement 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.
In the photo at top: X Games gold medalist Bryce Hudson backflips on a motorcycle while eating KFC.