In Another Marketing First, Kfc Cooks Up Inaugural Touch-focused Test

New Ad Campaign, "Life Tastes Better With KFC," Debuts in Toasted Wrap Spot this Week

Hot Off the Press: KFC's New Toasted Wrap and Recent Consumer Survey Confirm that America Prefers Toasted Options


February 29, 2008 // Franchising.com // LOUISVILLE, KY - In a marketing first, KFC is launching its newest menu item this week, the Toasted Wrap, with "Touch Tests" all across the country. In a modern twist to traditional taste tests, the Touch Test asks consumers which sandwich wrap they would rather eat based on touch alone, KFC's new warm Toasted Wrap or an un-toasted wrap.

KFC is conducting Touch Tests in Chicago, Miami, and Columbus, Ohio. Touch Test research teams are also traveling to Phoenix, Ariz., and International Falls, Minn., the hottest and coldest cities in the country, to collect data on consumers' temperature preferences.

Consumer Poll: America LOVES Toasted Options
America believes many things, from vacations to lunch options, are better when warm. A recent poll also reveals that 89 percent of consumers surveyed said that given a choice, they prefer their lunch warm and toasted. "Why eat an un-toasted wrap when you can enjoy the taste of the Colonel's famous chicken in a warm Toasted Wrap," said James O'Reilly, chief marketing officer for KFC. "When it comes to eating a wrap, it's not done until it's toasted."

Test Your Preference for Toasted – Win a Warm Vacation Getaway
KFC fans all across the country have the chance to warm up by visiting KFC.com and measuring their preference for toasted options. The interactive site challenges consumers' knowledge and passion for all things toasted and includes fun games and a downloadable coupon to try the new KFC Toasted Wrap.

With 79 percent of survey respondents indicating they prefer warm vacation destinations, KFC is also offering site visitors a chance to win a warm vacation getaway for two to the Bahamas (estimated value $5,000). Now that is another toasted item everyone can enjoy!

Bold New Ad Campaign for Bold New Menu Items
Historically, KFC's advertising campaigns celebrated the brand's unique ability to bring families together around the dinner table. Through the years, KFC's commercials evolved from spots starring Colonel Sanders and famous entertainers, to taglines such as "We Do Chicken Right," and the latest, "Chicken Capital USA," introduced in 2004. The Toasted Wrap is the first new product launched under KFC's new advertising campaign featuring the tag, "Life Tastes Better with KFC." The lively new tag is an extension of KFC's exciting new menu choices and product innovation.

"In addition to being a brand that brings families together for dinner, KFC is a great lunchtime and snack solution for on-the-go consumers. Consumers tell us KFC is a step above ordinary fast food and our innovative products and new advertising campaign continue to give consumers what they expect from KFC and what they can't find any where else," said O'Reilly.

On the heels of the first logo redesign in nearly a decade, the new ad campaign developed by DraftFCB debuts this week. "The campaign features a recurring cast of characters you will see throughout the year in different situations revolving around the food, both old favorites and new. Instead of a traditional brand anthem, we put together more of a movie trailer that introduces the characters and brings to life the line 'Life Tastes Better with KFC,'" said Tom O'Keefe, Executive Creative Director for DraftFCB. "This new campaign is all about showing that there is a lot more to KFC then you may have thought. From the people, products and situations to the music and graphics, we are moving the brand to a more contemporary place while still staying true to its great heritage."

The New Toasted Wrap
A perfect on-the-go snack, KFC's new Toasted Wrap features a flour tortilla filled with a crispy all-white meat chicken strip, crisp lettuce, pepper mayo and topped with a three-cheese blend, grill-pressed for a warm toasted taste. After tasting both products on a brand-unidentified basis, consumers who eat chicken wraps at fast food restaurants preferred – both overall and for taste – the KFC Toasted Wrap to McDonald's Snack Wrap with Ranch.* For more information on KFC's new advertising campaign, Toasted Wrap or to find your nearest KFC location, please visit www.KFC.com.

About KFC
KFC Corporation, based in Louisville, Ky., is the world's most popular chicken restaurant chain specializing in Original Recipe®, Extra Crispy™ and Colonel's Crispy Strips® with home-style sides, Honey BBQ Wings, and freshly made chicken sandwiches. There are more than 14,000 KFC outlets in more than 80 countries and territories around the world, serving some 12 million customers each day. KFC Corporation is a subsidiary of Yum! Brands, Inc., Louisville, Ky. (NYSE: YUM.)

* Preference based on regional tests comparing McDonald's Snack Wrap® with ranch. McDonald's and Snack Wrap are registered trademarks of McDonald's Corp.

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