KFC lures lunchers with sandwiches

Petrecca, Laura; Kramer, Louise
September 1999
Advertising Age;9/20/1999, Vol. 70 Issue 39, p22
Trade Publication
This article provides information on the launch of a campaign for Kentucky Fried Chicken's (KFC) menu addition, a line of five chicken sandwiches. The campaign was launched on September 19, 1999 via Young & Rubicam Advertising, New York. Television advertisements show the animated colonel of KFC challenging the burger boys Burger King Corp., McDonald's Corp. and Wendy's International in the chicken sandwich competition. One advertisement even compares the dry taste of competitors' chicken sandwiches to an old shoe. The advertising and promotional budget is double the amount KFC traditionally spends on fourth-quarter advertising, and more than the company has ever spent before on a product lunch.


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