• by Fern Siegel , August 16, 2023

Kentucky Fried Chicken has families covered.

Its latest campaign, by MullenLowe, promotes the new $20 Fill Up Box and a limited-time deal, a 10-piece Kentucky Fried Chicken Nuggets for just $5 at participating restaurants nationwide, though prices may vary.

The push is centered around the back-to-school rush, when families are consumed by work, school and after-school activities.

The $20 Fill Up Box is positioned as a one-stop meal solution at an affordable price. It includes 12-piece of KFC’s new Kentucky Fried Chicken Nuggets, four pieces of chicken on the bone, secret recipe fries, four biscuits and a choice of four dipping sauces.

And, if customers say “Alexa, play Kentucky Fried Chicken Night” to their Amazon Echo devices, Alexa will play KFC’s new song “Kentucky Fried Chicken Night” as a dinnertime soundtrack.

The song is available on major streaming platforms through Oct. 12.

KFC also teamed with former football star Deion "Prime Time" Sanders, now head football coach at the University of Colorado Boulder, and his family to promote the offering.

"Pizza night can get boring and a bit cheesy. So this back-to-school season, swap the pizza box and make  it a chicken night with the KFC $20 Fill Up Box. As a father of four, I know how hectic this time of year can be, and the $20 Fill Up Box makes mealtime simple,” said Nick Chavez, CMO, KFC U.S.

Separately, KFC’s reintroduction of chicken nuggets in March is boosting sales at the chain.

KFC saw an 8% rise in year-over-year foot traffic in the weeks following the release of nuggets, according to Placer.ai., though the limited-time release of its Double Down sandwich may have also fueled results.