KFC has launched a new campaign with its agency Courage Inc. that gives fans a unique perspective from inside its famous chicken buckets. The “First Bucket’s On Us” promotion pays homage to the iconic bucket introduced by Colonel Sanders in the 1950s, showcasing how it has become a symbol of enjoyment worldwide.
The centerpiece of the campaign is a mouthwatering 30-second spot that immerses viewers in the excitement of receiving a free bucket of KFC’s Original Recipe Chicken Tenders. Customers can get a free bucket when they spend a minimum of $15 on the KFC app.
“The bucket is so iconic that you don’t even need to see it to recognize what it is,” said Joel Holtby, founder and co-CCO at Courage. “KFC’s bucket is one of the most distinct pieces of packaging in the world, and that speaks volumes about the brand and why it’s so universally loved.”
KFC Canada Brand Communications Manager Laura Mallozzi expressed enthusiasm for the campaign, stating that it pays homage to one of the brand’s most recognizable assets. She emphasized that brand-building and promotional campaigns should work together, and the latest efforts from KFC demonstrate the effectiveness of this approach.
The commercial highlights the crunch and flavor of KFC’s Original Recipe Chicken Tenders. It begins with people peeking into their buckets, carefully selecting their preferred tender. Through a vibrant montage, each customer takes a bite and savors the taste, lost in the moment. The spot concludes with a second tender being added to each bucket, accompanied by the text “first bucket’s on us.”
This campaign underscores KFC’s commitment to its iconic brand identity and leadership position in the fast-food industry. By leveraging its easily recognizable colors and product design, KFC effectively engages its loyal fan base and attracts new customers through this innovative promotion.
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