KFC
Launching A Necessary Evil

Situation 

It’s 2017 and KFC is introducing Popcorn Nuggets at the same time the McDonald's pink slime chicken nugget topic is back in the news. How does the home of the original recipe who touts that they make their chicken the same way it’s always been made, by hand, introduce their chicken nuggets?

Solution 

We understood that chicken nuggets are something parents know their children will eat, but they may not always be sure what’s in them, or have concerns about how healthy they are. That led us to our key insight: for many parents, chicken nuggets are a necessary evil. 

Creative Strategy

Get parents who feel chicken nuggets are as a necessary evil, to see that KFC’s Popcorn Nuggets are something their kids will love and something they can feel good about feeding them, by reinforcing that they are 100% white meat chicken.

Seth’s role

Brand strategist on KFC at FCB Chicago