Dive Brief:
- KFC is issuing a “battle cry” to its fast-food rivals with the launch of an integrated ad campaign, according to a press release. The campaign is timed to the introduction of the fried-chicken chain’s new Original Recipe Tenders.
- Key to the effort is a 60-second ad offering a satirical take on the so-called battles of the fast-food industry around menu items like chicken sandwiches, sauces and — with KFC’s latest move — chicken tenders. The campaign is the first work for the chain from agency Highdive.
- Spanning several channels including social media, TV and influencers, the campaign will also include giveaways in the founding cities of several of the chain’s competitors. The move marks KFC’s first effort under CMO Catherine Tan-Gillespie and arrives amid business struggles.
Dive Insight:
KFC has set out to assert its dominance in the chicken tenders game with the debut of its new Original Recipe Tenders and accompanying ad campaign. The move is a playful nod to competitors like Popeyes — though no chains were named in press details — and follows a similarly tongue-in-cheek combative stance adopted by others in the restaurant category recently. The effort also marks a more competitive stance than KFC has taken historically, per release details, a strategy that could help capture consumer’s attention amid a period of struggle for the chain.
Key to the campaign is a 60-second ad entitled “The Chicken Tenders Battle Has Begun” that offers an over-the top take on the battles of the fast-food industry around becoming consumers’ first choice. The spot tells the story of the chicken sandwich wars before introducing the chicken tenders battle. As anticipation reaches its peak, an army of individuals dressed as KFC employees shout “for Kentucky!” and run into battle.
The campaign will be live through Dec. 1 with marketing spanning influencers, paid and organic social media, an in-app takeover, radio and streaming audio, and print ads in both the New York Times and USA Today. Marketing will also span linear and connected TV, with placements around NFL and MLB games and on YouTube, and KFC will have tenders merchandise drops online via the KFC shop.
KFC is further nodding to its fried-chicken competitors by surprising consumers with free Original Recipe Tenders on Oct. 17 in strategically selected cities including Baton Rouge and New Orleans, Louisiana — the founding locations for Raising Cane’s and Popeyes, respectively — and Atlanta, Georgia, Chick-fil-A’s founding city.
In addition to being the first work for KFC from agency Highdive, the effort is also the first under new CMO Tan-Gillespie, who was appointed in August. The appointment of the exec, and the chain’s latest marketing play, comes as KFC attempts to pull itself out of a slump. The Yum Brands-owned chain saw U.S. same-store sales, a key indicator of restaurant health, decline 5% year over year in Q2. Fast food spending has seen a pullback from consumers amid price sensitivities.
Other players have sought to assert their dominance over competitors with tongue-in-cheek marketing plays. For instance, Chili’s Grill & Bar in June released an online video game inspired by the ‘80s arcade title BurgerTime that digs at the rising prices at fast food restaurants. In May, Pizza Hut asked consumers to “cheat on their cheeseburger” by having delivery drivers appear at drive-thrus in the headquarter locations of McDonald’s and Burger King.
The Original Recipe Tenders are double hand-breaded and made using KFC’s signature blend of spices and herbs. To promote the launch, the chain is offering a $5 box with three tenders, Secret Recipe Fries and two of its signature sauces. KFC will also offer deals including a Tenders + Nuggets Family Meal deal, available online and within its app, along with a 13 Days of Daily Deals promotion that will run from Oct. 19 through Oct. 31.
