KFC’s latest idea to promote its bun-less Double Down sandwich involves the backsides of college co-eds.
KFC has enlisted female college students in its headquarters city of Louisville, Ky., to walk around the campus as human billboards, wearing special sweat pants branded with Double Down messaging on the back and handing out KFC gift certificates. The chain currently is seeking ambassadors at three more universities. Interested students, who would be paid $500 for their time, can apply by contacting KFC on its Facebook page.
This isn’t the first time KFC has taken an unconventional approach to marketing. Last year it agreed to fix potholes in Louisville in exchange for permission to spray paint “Re-Freshed by KFC” into the new pavement. It also funded fire safety improvements around town provided that it could affix the logo for its Hot Wings product on fire hydrants and extinguishers.
The newest tactic is meant to leverage the viral success of the Double Down, which company officials have said was the most discussed product launched in the chain’s history. The chain said it had sold some 10 million units less than two months after its April 12 debut.
“It’s hard to imagine anyone escaped the buzz of the Double Down earlier this year,” said John Cywinski, KFC’s chief marketing and food innovation officer. “But in an effort to reach consumers coast-to-coast, and especially our key target of young men, we’ve established yet another advertising first — one that’s fitting of the Double Down’s head-turning history.”
KFC also has started a Facebook group for fans of the sandwich, The Order of the Double Down. Visitors to the page are encouraged to share their love of the Double Down, proselytize its glory to their friends and consult the Double Down Oracle.
KFC, a division of Louisville-based Yum! Brands Inc., operates or franchises more than 15,000 quick-service restaurants in 109 countries and serves more than 12 million people each day.
Contact Mark Brandau at [email protected].
