KFC has rolled out a new advertising campaign with a satirical twist, signaling a playful challenge to its fast-food competitors. The campaign celebrates the launch of KFC’s Original Recipe Tenders and aims to capture consumer attention through humor and strategic marketing.
Campaign Overview
KFC’s new marketing effort, developed by agency Highdive, revolves around a 60-second ad that humorously portrays a “battle” among fast-food chains. The ad references the ongoing competition over popular menu items such as chicken sandwiches, sauces, and now, chicken tenders. The campaign marks the first collaboration between KFC and Highdive and the first under CMO Catherine Tan-Gillespie, who joined the company in August.
Spanning various channels, the campaign includes social media, TV, radio, and streaming platforms, alongside influencer partnerships. Notably, KFC plans to engage consumers through giveaways in cities where its competitors originated, such as Baton Rouge (home to Raising Cane’s), New Orleans (where Popeyes was founded), and Atlanta (Chick-fil-A’s birthplace).
The campaign runs until December 1, with advertisements featured during major sports events, including NFL and MLB games, and on platforms like YouTube. Print ads will also appear in leading newspapers such as The New York Times and USA Today.
Playful Competition
The core of the campaign is a 60-second ad titled “The Chicken Tenders Battle Has Begun,” which satirically depicts the fierce rivalry in the fast-food industry. The ad starts by acknowledging the well-documented “chicken sandwich wars” and then escalates to introduce a new competition—the chicken tenders battle. In the ad, a group of people dressed as KFC employees rally with the cry, “For Kentucky!” and charge forward, emphasizing KFC’s readiness to compete.
This combative yet lighthearted approach reflects a trend in the fast-food sector, where companies use humor and satire to attract attention. Although KFC does not explicitly name its rivals, the campaign alludes to key competitors, adopting a more assertive marketing stance than usual.
Strategic Promotions And Merchandise
As part of its promotional activities, KFC is offering free Original Recipe Tenders on October 17 in select cities, including the founding locations of major competitors. Additionally, the chain will release themed merchandise through its online store.
The Original Recipe Tenders feature KFC’s signature double hand-breading and blend of spices. To entice customers, KFC is offering a $5 meal deal that includes three tenders, Secret Recipe Fries, and two sauces. Further deals include a “Tenders + Nuggets Family Meal,” available online and via KFC’s app, and a “13 Days of Daily Deals” promotion running from October 19 to October 31.
Market Context
KFC’s new campaign comes at a time when the chain is facing challenges. The Yum Brands-owned company reported a 5% decline in U.S. same-store sales in Q2, reflecting a broader trend of reduced fast-food spending as consumers grapple with rising prices. By adopting a more competitive marketing approach, KFC hopes to regain market share and revitalize interest in its products.
The campaign mirrors recent strategies from other brands in the restaurant industry. For example, Chili’s created an online game in June poking fun at rising fast-food prices, while Pizza Hut encouraged customers to “cheat on their cheeseburger” by delivering pizzas to drive-thrus at McDonald’s and Burger King locations.
KFC’s latest move underlines its intention to reclaim its position as a leader in the chicken segment by combining humor, strategic promotions, and multi-channel advertising. With its new Original Recipe Tenders, KFC aims to engage consumers and reignite its brand’s appeal.
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