KFC is launching a new campaign to let Canadians know that it has extended its hours at 653 locations, using a small but iconic aspect of its longtime logo.
The “Bolo Ti(m)e” campaign, created by Courage, uses Colonel Sanders’ bolo tie to announce the new extended hours. The campaign’s creative features the tie in different positions to reflect the hands of a clock and show the exact time each KFC location is open until.
KFC Canada brand manager Jordan Sequeira tells strategy that by using the Colonel’s tie, the team could effectively communicate the closing times of all the locations participating in the initiative. At the same time, the brand could pay homage to one of KFC’s most distinctive symbols, Sequeira says.
“This approach ensures a simple and engaging way to inform our audience about the updated operating times, reinforcing brand identity while driving awareness of our extended service hours,” he says.
Beyond announcing the new hours, the initiative seeks to highlight KFC as not only a destination for lunch or dinner, but also as a place to satisfy late-night cravings.
Sequeira says that in the QSR industry, exploring new parts of the day is an important strategy for growth. Extending their summer hours represents a strategic move to increase accessibility, making KFC’s offerings available to a broader audience of Canadians, he adds.
The initiative also coincides with the current brand positioning, based on the iconography of its heritage. However, it differs from previous campaigns and visual creatives as it is not a live-action project.
“It’s a design system platform that lets us continually and effectively speak to KFC’s late-night approach all year round, no matter where you are in the country,” says Sequiera.
The campaign will be supported by billboards located in major cities across the country, including Toronto, Vancouver, Ottawa and Moncton, social media support, in-store displays and OLV. Wavemaker is handling the media buy.
