KFC Firelog
KFC
Brand Awareness
Invented by Founder Colonel Harland Sanders and perfected in 1940 after years of experimentation, KFC’s secret fried chicken recipe blends the iconic 11 herbs and spices enjoyed around the world every day. But during the holidays, when turkey dominates the dinner table, keeping KFC’s legendary chicken top-of-mind for consumers during this busy season filled with sensory overload is no easy feat.
THE STRATEGY
So, we decided to entice them with something hungry holiday stomachs would not be able to ignore, to infiltrate homes and provoke cravings for our chicken. We channeled the Colonel’s inventive spirit and went straight for the hearth, the communal gathering place for all holiday season festivities. We created the first-ever chicken-scented firelog based on Harland’s 80-year-old recipe.
THE EXECUTION
The idea spread like, well, fire, earning coverage everywhere, from Jimmy Kimmel and CNBC to BuzzFeed and Cosmopolitan. The logs, which retailed for $18.99, sold out in just three hours, and were later re-selling on eBay for as much as $250. In the end, KFC Firelogs generated more than 1,180 broadcast segments, 1,892 media articles, 4,580 posts across social media platforms, 1.5 billion media impressions and $20 million in media.
THE OUTCOME
The idea spread like, well, fire, earning coverage everywhere, from Jimmy Kimmel and CNBC to BuzzFeed and Cosmopolitan. The logs, which retailed for $18.99, sold out in just three hours, and were later re-selling on eBay for as much as $250. In the end, KFC Firelogs generated more than 1,180 broadcast segments, 1,892 media articles, 4,580 posts across social media platforms, 1.5 billion media impressions and $20 million in media.