KFC Pushes Toasted Wraps with Online Campaign
Online coupons and games are helping KFC get people to try its newest product, Toasted Wraps.
Visitors to http://www.KFC.com can take a series of online games and quizzes to test their knowledge about toasted wraps. The Toasted Challenge can be forwarded to a friend and people can download a coupon to try the product.
The Web site also carries an online sweepstakes through March 21 to win a vacation getaway for two to the Bahamas valued at $5,000.
The campaign replaces KFC’s former 2004 tagline, “We do Chicken Right” with “Life Tastes Better with KFC.” The new tagline is designed to promote KFC’s new menu choices and product innovation, the company said.
KFC last week also took to the streets to promote the Toasted Wrap asking people for their preferences based on touch. Two sandwiches, one toasted and one not toasted, where hidden in a box. Passersby were asked to feel inside the box and express their preference. The company ran the tests in three markets, Chicago, Miami, FL, and Columbus, OH.
The Toasted Wrap features a grilled-pressed flour tortilla with a crispy chicken strip, lettuce, pepper and mayonnaise all topped with cheese.
A TV spot for the Toasted Wraps debuted this week.
DraftFCB is in charge of advertising and Weber Shandwick handles PR for KFC.
