KFC debuts bossy new product

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. […]

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.

Brands Articles

30 Under 30 is back with a new name, new outlook

No more age limit! The New Establishment brings 30 Under 30 in a new direction, starting with media professionals.

Diageo’s ‘Crown on the House’ brings tasting home

After Johnnie Walker success, Crown Royal gets in-home mentorship

Survey says Starbucks has best holiday cup

Consumers take sides on another front of Canada's coffee war

KitchenAid embraces social for breast cancer campaign

Annual charitable campaign taps influencers and the social web for the first time

Heart & Stroke proclaims a big change

New campaign unveils first brand renovation in 60 years

Best Buy makes you feel like a kid again

The Union-built holiday campaign drops the product shots

Volkswagen bets on tech in crisis recovery

Execs want battery-powered cars, ride-sharing to 'fundamentally change' automaker

Simple strategies for analytics success

Heeding the 80-20 rule, metrics that matter and changing customer behaviors

Why IKEA is playing it up downstairs

Inside the retailer's Market Hall strategy to make more Canadians fans of its designs