KFC Promo: Crass or Fantasstic? You Decide


To promote its heavy on the puns and chicken sandwich, the Double Down, KFC is looking for a few brand ambassadors. Yes, there is also a pun to be had in the kind of ambassadors KFC is looking for.

While many continue to laugh at both KFC’s sandwich and its latest promotion, it’s nothing short of fantasstic — by which we mean, of course, embarrassing.

In explaining KFC’s latest marketing campaign, there really isn’t any way to outdo the headline on KFC’s press release, which reads: “GLUTEUS AD MAXIMUS: KFC PLACES DOUBLE DOWN™ ADS ON THE BACKSIDES OF SWEAT PANTS WORN BY COLLEGE CO-EDS.”

Yes, to the horror of the National Organization for Women, KFC will be marketing the Double Down by recruiting comely college co-eds to serve as “human billboards.”[more]

In a new twist on college marketing, “female undergraduates will sport KFC Double Down branded sweat pants to encourage students to try the unique bun-less sandwich.” For allowing KFC to advertise on their derrieres, the brand’s college marketing team will pay these students a stipend for $500.

It appears KFC already has some takers. On the brand’s Facebook page, a post about the campaign has attracted nearly 270 comments, many echoing Kalli H’s: “I would advertise for you! I’m at Westmoreland County Community College in Youngswood, PA.”

Gloria T writes, “why not? I go to Rutgers University! contact me and let me know! (besides these are also our school colors!)”

Many of these students appear to not even care about the stipend. Forreste M asks, “I want to support double down! Send me a pair!”

From Louisville to UConn to Alabama, KFC has takers from across the educational board. And lest one think that students in hipper locales would frown on such jogging-pants-based fashion, Nika A writes, “I would love to be an ambassador! I attend New York University a very influential school in one of the biggest cities!”

KFC has gone to pains in recent history to marry innovative marketing with brand-appropriate promotions that break free from conventional advertising paradigms. One such campaign involved KFC paying for much-needed road repairs in exchange for being able to brand the fixed potholes “Re-Freshed by KFC.”

KFC’s Double Down sandwich is a ridiculous, and ridiculously popular, product: two thick and juicy boneless white meat chicken filets, two pieces of bacon, two melted slices of Monterey Jack and pepper jack cheese and the Colonel’s Sauce. It’s “so meaty, there’s no room for a bun!” (But it certainly wants to make room on others‘ buns.)

A ridiculous product, it seems, deserves a ridiculous marketing campaign. And its marketers, meanwhile, are in danger of falling, well, behind the times.


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