KFC has introduced a new global tagline, "So Good," and a $5 value meal called the Big Crunch Box.
The new tagline is at the center of KFC's first global ad campaign, the chain said Wednesday. The first commercial in the "So Good" campaign will showcase KFC's new $5 Big Crunch Box, which debuted May 24 and includes three extra crispy chicken strips, potato wedges, a biscuit and medium drink.
The "So Good" campaign, which KFC said "is aimed at recognizing and embracing real, genuine moments of shared joy," launches in the United States, Canada and France, with other markets to follow.
KFC said it will promote the new tagline and value meal in the United States with a contest that will award 5,000 free Big Crunch Box meals on June 17.
To enter the contest, KFC fans must connect with the chain on Facebook, Twitter or MySpace, or e-mail [email protected]. Contestants can nominate their cities by posting why their communities are “So Good.” KFC will select at least one of its restaurants in each state, where 100 customers can use a password to redeem a free Big Crunch Box.
“There’s no better way to unveil our new global tagline than rewarding some of the millions of KFC fans who connect to us through social media,” said Javier Benito, KFC's executive vice president of marketing and food innovation. “Our loyal followers know that KFC is ‘So Good,’ but we are excited to share this new campaign and connect with new friends across the country.”
KFC's sister chain, Taco Bell, has offered boxed value meals in the past. In a commercial that aired during this year's Super Bowl, Taco Bell promoted an NBA Five Buck Box, which was available as a Volcano Box that featured the chain’s Volcano Taco, Volcano Double Beef Burrito, Crunchy Taco, Cinnamon Twists and a medium drink; or a Cheesy Gordita Crunch Box, featuring a Cheesy Gordita Crunch, Burrito Supreme, Crunchy Taco, Cinnamon Twists and a medium drink.
Both KFC and Taco Bell are owned by Louisville-based Yum! Brands Inc. The KFC chain comprises 15,000 restaurants in 109 countries and territories worldwide.
Contact Elissa Elan at [email protected].