Commentary

New KFC Colonel Is One Cool Cat

KFC is adding a little crunch to its crispy chicken and The Colonel is showing off his feline side in a new iteration of his marketing persona, purr the terms of a new partnership with Frito-Lay.

The fast-food chicken chain is launching a limited time menu item for July that combines Chicken and Cheetos into the new Cheetos Sandwich. And, of course, the recipe includes a special sauce.

To promote the new item, iconic Cheetos mascot Chester Cheetah will become the next Colonel and will appear in ads from Wieden & Kennedy starting June 30. KFC said Chester is the first brand icon to portray the company’s famous founder, Colonel Harlan Sanders.

To prepare for the role, Chester headed to New York City earlier this week where he donned a dapper white Colonel suit, posed in a digital billboard spot and took over a KFC shop in the downtown section of the city. There, he hosted an Instagrammable pop-up event that featured one-of-a-kind KFC and Cheetos mashup menu items available only at the event and an exclusive first taste of the new Cheetos Sandwich for consumers.

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As part of the launch, KFC will also introduce the Cheetos Lovers Box meal, which includes the Cheetos Sandwich, Popcorn Nuggets drizzled in Cheetos sauce, mac and cheese, wedges and a medium drink. (Prices and participation may vary.)

"The combination of these two finger lickin' good favorites — our famous fried chicken and Cheetos — was a no brainer," stated Andrea Zahumensky, CMO, KFC U.S.  "After a very popular test market, we knew we had to introduce it nationwide, and a sandwich this anticipated needed a Colonel like we've never seen before. There was no one better 'suited' than Chester Cheetah himself."

Can I get a Gloria Brew with that new sandwich?

 

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