KFC searches for fresh face for grilled chicken brand

Colonel Sanders has been the face of KFC for more than 65 years, but the fast-food chain decided its new grilled chicken line needed a fresh face.

Organization: Kentucky Fried Chicken and MySpace
Campaign: Kentucky Fried Faceoff
PR team: In-house and Weber Shandwick
Launch: June 9
Budget: Undisclosed

Objective:
Colonel Sanders has been the face of KFC for more than 65 years, but the fast-food chain decided its new grilled chicken line needed a fresh face. To build exposure for the Kentucky Grilled Chicken line among a younger, health-conscious consumer, the chain partnered with MySpace to search for a person to become a counterpart to the iconic Colonel Sanders. The taglines for the grilled chicken campaign are “Taste the unfried side of KFC,” and “Unthink what you thought about KFC.”

Idea:
MySpace users are encouraged to submit videos demonstrating why they are the ultimate KFC fan through July 7. Users will then be able to vote on the site to help select the chain's new face. “Because Kentucky Grilled Chicken has gotten a lot of good feedback, we thought it would be fun for people to show that through video,” said Rick Maynard, PR manager at KFC. “We believe [MySpace's users] would be a group interested in being creative and video making.” All entrants will also have a chance to win the chain's grilled chicken for life.

Tools:
“We didn't put a lot of guidelines around the entry because we wanted to get people's initial reactions,” Maynard said. The site is being promoted through KFC's MySpace, Twitter, and Facebook pages. The team is also reaching out to relevant bloggers and reporters. Additionally, MySpace will run promotions and banner ads promoting the search.

The effort also includes an interactive “Chicken Dance” online game.

Measurement:
The campaign will be measured by the number of entries and people that vote, as well as the number of comments and track backs the campaign generates.

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