KFC Canada has launched a distinctive new campaign celebrating Colonel Sanders’ famous bolo tie, created in collaboration with the advertising agency Courage.
As part of this initiative, KFC is extending its operating hours across 653 locations, allowing customers more time to enjoy their meals. However, not all stores will close at the same time, which posed a challenge.
To address this, KFC and Courage introduced the “Bolo Ti(m)e,” a creative solution that transforms Colonel Sanders’ bolo tie into a functional timepiece. This innovation helps customers determine the closing times of individual KFC locations, ensuring they can enjoy their late-night fried chicken without hassle.
Gerardo Agbuya, Creative Director at Courage, explained that the campaign leverages KFC’s strong brand imagery. By creating a unique symbol, they aimed to enhance customer awareness of varying store hours while celebrating KFC’s iconic visual identity.
Jordan Sequiera, KFC Canada’s Brand Manager, expressed enthusiasm for the extended summer hours, which offer more opportunities for customers to satisfy their chicken cravings.
A Timeless Symbol for Brand Recognition
Effective brand symbols are those that endure over time, remaining relevant despite changing trends. KFC’s use of Colonel Sanders’ bolo tie as a focal point in this campaign is a strategic move to keep the brand prominent in consumers’ minds. The campaign includes billboards across Canada displaying the bolo tie and the specific closing times for local KFC branches.
The “Bolo Ti(m)e” campaign will also feature prominently on social media, in-store displays, and digital platforms.
In addition, KFC and Courage have reintroduced the popular Spicy Zinger nationwide, with several promotional spots highlighting its distinct flavor.
Courage is known for its creative campaigns that spotlight unique aspects of brands or products. Recently, the agency produced a touching advertisement for Nescafé, focusing on the perfect coffee temperature.