KFC has partnered with sleep wellness company Hatch to launch a new audio experience called “KFC Fried Chicken Rain,” designed to help listeners fall asleep. The collaboration combines the soothing sounds of frying chicken, which internet users have likened to falling rain, with Hatch’s sleep-focused technology.
The relaxing audio is now available exclusively to Hatch+ premium subscribers through Hatch’s Restore 2 smart sleep devices. For those without a device, the sound can also be accessed on KFC and Hatch’s YouTube channels, as well as Hatch’s Spotify account.
The campaign was inspired by Hatch’s recent visit to KFC’s headquarters in Louisville, Kentucky, where teams from both companies recorded the frying sounds of KFC’s new Original Recipe Tenders. This partnership was initially teased on social media, generating buzz among fans.
Eric Pallota, Chief Marketing Officer at Hatch, emphasized the company’s commitment to developing effective sleep sounds.
He credited viral social media posts as inspiration for this creative endeavor. “Who better than the OG fried chicken experts themselves, KFC, to do it with! We’re excited to see how customers react to this fun, quirky content. It can help them fall asleep to fried chicken right before bed without ever taking a bite,” Pallota said.
Catherine Tan-Gillespie, Chief Marketing and Development Officer at KFC U.S., highlighted the campaign’s focus on sound rather than taste or aroma. “The taste and smell of our secret blend of 11 herbs and spices may be iconic, but who knew the sound of that delicious chicken frying could help you fall asleep?” she remarked.
The campaign also includes additional content such as behind-the-scenes videos, co-branded merchandise like a Hatch x KFC Sleep Shirt, and special discounts on Hatch Restore 2 devices for KFC Rewards members. The unique partnership has gained attention online, capitalizing on a popular trend and sparking interest in both brands.
In a promotional video titled “Your sleep just got crunchier,” Hatch’s Meg and KFC’s Food Innovation expert, Seth, investigate the claim that the soothing sound of rain is similar to frying chicken. The video features comedic exchanges between the two as Seth prepares chicken while Meg captures the frying sounds using a professional microphone. The segment ends with them enjoying freshly fried chicken while listening to the relaxing audio.
KFC recently introduced its new chicken tenders with a humorous ad campaign, developed with the agency Highdive. The unexpected collaboration between KFC and Hatch demonstrates how brands can leverage trending topics and creative partnerships to boost their reach and engage audiences in new, innovative ways. Curious fans are encouraged to check out the soothing chicken frying sounds online, especially when preparing for a night of rest.
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