KFC is launching a double-decker offering: the Big Boss chicken sandwich.
“The Big Boss gives KFC fans a fresh alternative to the iconic double burger, ” said David Vivenes, chief marketing officer for KFC Canada. “This is our first double burger, and we believe we will keep it as a permanent menu offering,” says Vivenes.
Promoted with the hashtag #NewBOSSInTown, the Boss will go up against McDonald’s Big Mac and Tim Hortons’ new chicken burger, among others.
The sandwich will be featured in TV advertising that begins March 10. The work was created by Toronto-based Grip Ltd to celebrate “people who would rather be their own bosses, instead of taking orders from others,” said Vivenes. “We think it’s a nice play in terms of the independent spirit we celebrate.”
The campaign also includes some radio, online video, as well as a direct mail campaign created by MatchIgnite and in-store promotions by Ami Group. The media buy was done by MediaCom, and Strategic Objectives is handling the PR.
Viviens said they expect the sandwich, which retails for around $7.29 (as part of a combo), to appeal more to younger Canadians who like larger, on-the-go offerings.
