KFC Canada sets up the Double Down

The infamous sandwich is coming to Canada Oct. 18 and the brand is celebrating with its first Facebook fan page.

KFC Canada is bringing its infamous Double Down sandwich – the one in which the bread is actually two pieces of chicken – north of the border, and is bracing Canadians for the bunless wonder with a multimedia campaign and its first Facebook fan page.

Describing it as the ‘most successful sandwich in KFC history’ and the ‘eating event of the year,’ Dan Howe, chief marketing officer, Yum! Restaurants Canada, says that the Double Down, available from Oct. 18 until Nov. 14, will be featured in a national TV and radio campaign targeted at adults with a bull’s eye of young adult males.

The campaign runs from the Oct. 18 launch date until the end of the limited-time promotion. KFC worked with ZenithOptimedia for the media buy and Grip Limited for the TV, radio and Facebook creative. Both are based in Toronto.

In the sandwich, between the two pieces of chicken, there are two pieces of bacon, two pieces of processed Pepper Jack cheese, and the Colonel’s secret sauce.

Launched today, the Facebook page set up to celebrate the sandwich’s Canadian debut is designed to be a ‘wall of fame’ for customers, says Howe.

KFC is asking eaters to post photos of themselves with their Double Downs on Facebook and tag the sandwich.

‘Facebook’s a great medium to talk to the young demographic, and we think this is a product that’ll create a lot of buzz with consumers,’ says Howe. ‘We have a really great (Facebook) app that will allow people to have the bragging rights of being able to take down a Double Down, and they’ll have an opportunity to customize their own picture, so it’ll be a fun app.’

The app launches Oct. 18 alongside the sandwich. At press time, the page had garnered 16 likes and a glowing testimonial from one Nicolas Bello: ‘Finally! First thing I did on my recent US trip was a stop at KFC for one of these beauties. Didn’t even unpack, went straight from the airport :)’