KFC bows new menu item with contest on the side

Y&R's promotion of KFC's new chicken bowl includes a Facebook posting and a challenge to correctly assemble the layered dish online.

Vowing to address the chilly Canadian winter with a new comfort food, KFC intro’d chicken bowls at participating restaurants across Canada yesterday. To give the promo extra oomph, there’s posting on Facebook.

The new homestyle dish combines mashed potatoes, chicken, corn, gravy and cheese – but in what order are they layered? That question is the foundation of the contest element of a new promotional campaign created by Young & Rubicam Toronto. KFC enthusiasts are being invited to visit a microsite until the end of the year and virtually assemble a chicken bowl, attempting to layer the ingredients in correct order for 10 daily chances to win real versions of the new dish, as well as the grand prize of a home entertainment system.

The contest, plus TV spots on various national and specialty networks – with media buys by Toronto’s Zenith Optimedia – will conclude on Dec. 31, when the meal-in-a-bowl will disappear from KFC outlets.