CLIENT
KFC
Mike Wesley, Sr. Marketing Director
Andrea Zahumensky, Chief Marketing Officer
Jennifer Lett, Director, Brand Advertising
David Graves, Director, Brand Strategy, Innovation, & Insights
AGENCY
Jarrod Higgins, Creative Director
Scott Woodhouse, Brand Strategy Director
Matt Hisamoto, Senior Strategist
Freddie Powell, Creative Director
Jesse Johnson, Group Brand Director
Andrew Clayton, Digital Strategist
Britton Taylor, Group Strategy Director
Anjali Patel, Associate Media Director
Megan Riehl, Brand Manager
Alex Barwick, Group Media Director
Kimmy Cunningham, Brand Director
Lindsey Patterson, Brand Manager
Shaine Edwards, Copywriter
Laura Wood, Art Director
Edelman
SUMMARY
Fast food is a highly competitive and crowded category. To stand out and successfully launch Chicken & Waffles, we bucked category conventions for limited-time offers (LTO’s), which typically favor hard-working “food porn” executions.
Instead, we brought together two advertising icons—Colonel Sanders and a life-size bottle of Mrs. Butterworth’s syrup—to serve as an engaging and absurd visual metaphor for the product.
The Colonel and Mrs. Butterworth’s ensuing love affair got fast food eaters and the national media talking, brought in new customers, and delivered KFC’s best sales window in years.
