KFC

KFC is a well-known brand, but there is a significant decline in its relevance and appeal to consumers. Younger individuals tend to view their food quality and value as inferior and are more inclined to opt for newer players in the chicken fast-food industry such as Popeyes, Chick-fil-A, or other popular fast-food restaurants.

To address this issue, Kentucky Fried Chicken requested a disruptive, time-limited innovation that generates hype and makes KFC more appealing, particularly to the younger demographic (aged 20-30, specific to Canada). The goal is to encourage people who have never visited KFC or haven't done so in a long time to give it a try.

OBJECTIVE:

To celebrate and show support for the LGBTQ+ community during Pride month, while also promoting KFC as a brand that values inclusivity and diversity.

Target Audience (ages 20-30): Not just the LGBTQ+ community but friends and family who are actively engaged in Pride month celebrations in Canada.

CONCEPT:

KFC will launch a limited-time "flaming hot" chicken featuring a special edition “Rainbow Bucket.” The Rainbow Bucket will be available exclusively in select KFC restaurants across Canada during the month of June.

In addition, selected KFC locations will be converted to accommodate and host a series of live music events performed by some of the LGBTQ+ community’s favorite Djs. Drag queen dance shows take center stage at these events.

Finally, to show its support for the LGBTQ+ community, KFC will donate a portion of the profits from the Rainbow Bucket sales to a local LGBTQ+ charity or organization. Overall, this campaign will celebrate the diversity and inclusivity of the LGBTQ+ community during Pride month, while also promoting KFC as a brand that values diversity and inclusion.

KFC PRIDE

OUT AND PROUD