KFC Canada today launched an advertising campaign to support the limited-time addition of two bun-free sandwich items, the Double Down and Zinger Double Down, to its menu.
The original Double Down sandwich– featuring breaded chicken breasts standing in for buns, with bacon and cheese between them – first appeared in 2010 with much media fanfare. It returned to Canadian KFC menus last year. The spicy Zinger version is a new creation.
The advertising campaign includes television, online, direct mail and in-store creative. The television and digital work was initially created by O&M Australia and adapted for Canada by Grip Ltd., KFC’s Canadian agency.
The creative targets male consumers and features the tagline, “Make time for man time.” In the television spot, a woman interrupts two men who are playing ping-pong in a dark room while wearing night vision goggles.
“[The spot] is very illustrative of guys coming up with crazy ideas to enjoy their guy time together, and it connects with the fact that the Double Down is a product that lends itself to being part of that man time,” said David Vivenes, chief marketing officer for Yum! Restaurants, which owns the KFC brand in Canada.
In-store and direct mail collateral was developed by OSL Marketing and AMI Marketing. Mediacom handled the media buy for the campaign.