Spicy campaign for Kentucky Fried

Patti SummerfieldKentucky Fried Chicken completes the rollout of a new product this week and kicks off a national advertising campaign to support it.Caribbean Chicken is now available in the rest of Canada following its introduction into Winnipeg and Vancouver late last...

Patti Summerfield

Kentucky Fried Chicken completes the rollout of a new product this week and kicks off a national advertising campaign to support it.

Caribbean Chicken is now available in the rest of Canada following its introduction into Winnipeg and Vancouver late last month.

Young & Rubicam, Toronto, is behind the new campaign that includes 15 and 30-second television commercials, print, radio and a full in-store merchandising program.

The themeline ‘Just Can’t Wait For It’ is used in the tv spots along with a storyline that shows people on a cruise ship going to great lengths to get the new product.

Tim Hilliard, KFC director of marketing, says the idea of Caribbean Chicken came from the company’s Puerto Rico division, where it was called Creole Chicken.

Instead of being breaded, the chicken is cut into quarters, marinated and topped with spices.

Menu additions complementing Caribbean Chicken include Island Rice, plus key lime and coconut cream pies.

Hilliard says Caribbean Chicken is available at most of KFC’s 800 outlets and will be an ongoing part of the menu as long it’s in demand. PS