KFC’s Boneless Chicken Just Got a Whole Lot Crunchier!
Introduction of Extra Crispy™ Boneless Kicks Off Brand Movement - #HowDoYouKFC
LOUISVILLE, Ky., January 2, 2014 — Get ‘em while they’re crunchy! KFC announces an exciting 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 February 2. And KFC is offering more ways than ever for customers to enjoy this crispy, crunchy variety – expanding on snack, lunch and dinner options by offering Extra Crispy Boneless 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 just $2.49 and the Favorites Bucket is only $12.99 (All prices at participating locations for a limited time. Tax not included.).
The introduction of Extra Crispy Boneless marks an important moment in the evolution of KFC, as the company launches “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 highly original ad campaign that puts the consumer first and illustrates the relevance of the brand and the rediscovery of KFC food.
The humorous and unique #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 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 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.
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.