• by Teresa Buyikian , August 2, 2023

Fries are a staple of any QSR. But what do you do when you’re a chicken chain whose fries are universally hated? Kill them off and hold a YouTube funeral, of course!

KFC Canada had been subject to much derision over the years due to its less-than stellar fries, with the overwhelming opinion that, basically, KFC fries suck. Rather than stick with the soggy side potatoes, the chain announced its new Seasoned Fries by killing off the old fries (although we’re not quite sure how the fries actually died), publicizing the change with a custom KFC hearse driven through the streets of Toronto and holding a “funeral” live-streamed on YouTube.

During the ceremony, “mourners” in black (only four total, testament to the old fries’ lack of fans), listened as the “pastor” delivered the eulogy, saying lines like “Ordered by many, consumed by some, yet rarely finished.”

The pastor also read social posts from Canadians on the dead fries: “No self-respecting person would ever admit to liking KFC fries”; I once saw a seagull gag eating a KFC fry”; and “Not bad, but def not good. KFC fries suck.” He closed the eulogy with “Goodbye KFC fries. We mourn you -- lightly.” Behind him was a KFC coffin filled to overflowing with the dead fries.

Marketing Daily spoke with Telly Carayannakis, director of performance marketing for KFC Canada, about why the brand chose to go the funeral route.

“Our brand’s ambition is to deliver courageous campaigns that don’t play with category conventions, and that respond to the evolving nature of culture and how our brand engages with it,” said Carayannakis.

“Bringing the story into real life with a physical funeral and live stream has helped this idea break through beyond traditional advertising,” he added. “It’s an unexpected approach that makes consumers do a double take when they see it on social media or in real life. That, combined with a fun product story, thoughtful media planning and bold, creative execution, have made this one stand out.”

The campaign, created by Courage out of Toronto, can be seen and heard through OOH, TV and OLV, and across KFC Canada’s Instagram, Facebook, TikTok and YouTube channels, in-store at restaurants across Canada, through the KFC App and on KFC.ca.

For now, the new fries are only available in Canada.