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KFC Canada is in the midst of a national multi-platform campaign to support the launch of its hot and spicy premium chicken sandwich called Zinger.
The sandwich, which is not yet available in the U.S., is already a top-seller in Europe, Asia and the UK. David Vivenes, senior marketing director, KFC Canada, is confident in the sandwiches chances here as well.
“Hot and spicy is a popular flavour trend in Canada and because of that we think Zinger will become a favourite here too,” said Vivenes, adding that the sandwich will become a permanent fixture on the menu.
The introduction is part of the chain’s long-term Canadian revitalization plan that includes new menu items, point of sale materials and restaurant upgrades, said Vivenes.
KFC Canada is supporting the Zinger launch with a campaign aimed at young adults. It includes a 30-second television commercial (with a shortened version) that will air in both English and French. The spot was created by Toronto agency Grip Ltd.
The effort also includes an in-store promotion from OSL Marketing and Ami Group, a public relations push from Strategic Objectives and Facebook pages in English and French.
The media buy was handled by KFC’s newly appointed media agency MediaCom Canada.
Vivenes calls the campaign “dynamic, fresh and full of energy” and said it helps “highlight the quality, the care and attention that goes into all KFC products but especially the ones that make the Zinger.”
He said KFC Canada has ramped up its digital and social media activities in the last year to establish a dialogue with consumers and to garner feedback, be it good or bad.
“It’s important to us to listen to them and that our customers are happy… It is important we continue spending more time and resources in the digital space in general and social media in particular,” he said.
