TORONTO — KFC Canada has launched its new boldly seasoned fries. For a limited time, Canadians can try a side of new seasoned fries for only $1 at restaurants, on KFC.ca and on the KFC app.
Leveraging real tweets and commentary from Canadians, KFC is leaning into its bold roots to create mass awareness for their new fries with a campaign that marks the end of its soggy fry era, in partnership with AOR Courage. The campaign includes mass creative, with shots from the funeral procession and an online funeral with a eulogy that pays homage to Canada’s disdain for the old fries. Canadians had the opportunity to pay their final disrespects to the old fries as a hearse made its way through the streets of Toronto, starting at a KFC and hitting high-traffic locations like Yonge-Dundas Square and Budweiser Stage.
“We knew that Canadians hated our old fries, so we saw this as an opportunity to show our fans we hear them by changing up this menu item and launching it in a fun way,” says Azim Akhtar, director of Marketing, KFC Canada.“The KFC brand is all about being bold and fun. This satirical campaign allows us to introduce an exciting new product that we’re proud of, while making light of a product that wasn’t as beloved by Canadians.”
“Canadians rated KFC Old Fries as the lowest-rated fry in the nation. Naturally something needed to change,” says Dhaval Bhatt, CCO of Courage. “When we heard KFC Canada reference the box the old box as ‘The Fry Coffin’, we saw an opportunity to really send the not-so-beloved spuds off in a big way. And what’s bigger than a public funeral procession throughout the streets of Toronto.”
