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KFC Pushing New Grilled Items Once Again

  • Promo, Tuesday, April 28, 2009 11 AM
Monday was UnFry Day at most KFC restaurants, Brian Quinton reports, with the chain giving away samples from its latest menu of items that are grilled, not fried. The promotion is supported by an online and offline campaign that asks consumers to "UnThink KFC."

A microsite, http://www.unthinkkfc.com/ -- "It's Time To Unthink How You get Your Grill On" -- offers both nutritional information and content centered on the new products. Visitors can play a keyboard version of a dance game or upload video of their own chicken dances. They can also see outtakes from new broadcast commercials for KFC Grilled line, including those featuring chefs Sandra Lee and G. Garvin.

When he announced the sampling event on April 14, KFC president Roger Eaton called the introduction of a grilled product line "a defining moment in our brand's storied history." But, Quinton points out, the chain has attempted to introduce non-fried chicken to its national menus at least three times over the last 20 years, without notable success.

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