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KFC just launched a new campaign with its agency of record Courage Inc. that gives fans a view from inside its chicken buckets.
The "First Bucket's On Us" celebrates the iconic bucket introduced by KFC founder Colonel Sanders in the 1950s, hoping to show that beyond being a container, the bucket has become symbolic of "finger-lickin' good times" worldwide.
The latest initiative from the brand and agency is marked by a mouthwatering 30-second spot that shows viewers what it's like to be inside a KFC bucket and captures the excitement that comes with getting one for free.
The new KFC commercial also highlights the chicken chain's Original Recipe Chicken Tenders, which people can get a bucket of for free if they spend a minimum of $15 on the KFC app.
"Let's face it: the bucket is so iconic that you don't even need to see it to recognize what it is. Whether it’s Original Recipe Chicken, popcorn chicken, or tenders, KFC’s bucket is one of the most distinct pieces of packaging in the world, and that speaks volumes about the brand and why it’s so universally loved," shared Joel Holtby, founder and co-CCO at Courage.
KFC Canada Brand Communcations Manager Laura Mallozzi also expressed excitement over the launch of the campaign, as it pays tribute to one of the brand's most distinctive assets.
Mallozzi adds that brand-building and promotional campaigns shouldn't be siloed, and the latest efforts from KFC "is a testament that you can effectively do both."
The world-famous chicken chain harps on the icon status of its buckets to reinforce its brand identity and leading position in the fast-food ecosystem.
With easily recognizable colors and product design, it's no surprise for the brand to highlight its bucket for its latest campaign.
Inside the Bucket
The spot kickstarts with different people peeking into their bucket of KFC Original Recipe Chicken Tenders.
With a beautiful sight to behold, they all take their time choosing a piece of their liking.
Through a quick and colorful montage, each customer bites into their tender and gets lost in the flavor.
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The spot emphasizes the crunch that comes with each bite — one of the traits that makes KFC so finger lickin' good.
The commercial ends with each person getting a second tender as the screen writes "first bucket's on us."
Previously, Courage and KFC used Colonel Sanders' iconic bolo tie to announce new store hours.
Editing by Katherine 'Makkie' Maclang
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