KFC bets Canadians can take the heat

The Yum! Restaurants brand is launching its internationally top-selling Zinger sandwich with a cross-platform campaign.

KFC Canada uges Canadians to ‘Break Out From the Bland’ and try the new spicy Zinger sandwich which is being launched north of the 49th, but not in the US.

The spicy sandwich is already a best-seller in Europe, Asia and the UK, and is being launched in Canada with a campaign targeting all those passionate about KFC, but specifically the younger demographic, David Vivenes, KFC senior marketing director, tells MiC.

KFC is owned by Yum! Restaurants Canada.

Launching the hot and spicy contemporary sandwich is part of KFC Canada’s focus on innovation and brand revitalization, says Vivenes.

The campaign continues to work with KFC Canada’s recent tagline “So Good” and includes 15-second English and French TV commercials which will air during top shows, including American Idol, Glee and Hawaii 5-0, as well as on speciality channels including TSN, OLN and The Comedy Network.

“TV is always important when communicating about food, in this case we wanted to do justice to Zinger’s full balance of flavours by enticing Canadians on prime-time TV,” he says.

Other parts of the media buy, which was handled by Yum’s new media agency MediaCom with creative by Grip and digital from OSL Marketing, include in-store POS and digital on KFC.ca and the restaurant’s Facebook page, which was launched last year during the Double-Down sandwich campaign.