• by Fern Siegel , October 16, 2024

KFC is introducing a new double hand-breaded Original Recipe Tenders, using KFC’s blend of 11 herbs and spices.

The $5 product delivers fries and two of its special sauces: a new Comeback sauce and Sticky Chicken. The brand is also introducing Cherry Pie Poppers, warm cherry pie filling wrapped in a flaky crust.

To promote the line, Highdive debuted a fully integrated campaign, with TV, digital, social, influencer elements. The spot has a competitive war theme — the first work for KFC since Highdive was added to its roster.

“Partnering with an iconic brand like KFC, as they push into bold new territory, has been thrilling. Their willingness to take creative risks with the launch of their Chicken Tenders shows they are committed to innovation, while staying true to what customers love about KFC. We're excited to help bring their vision to life in a campaign that's as bold and satisfying as the product itself,” Megan Lally, CEO, Highdive, told Agency Daily,

The agency expects to do more ads for KFC in future.

On Thursday, Oct. 17, in Baton Rouge, New Orleans and Atlanta, some onlookers at competitor stores will receive free specials while supplies last. “Nothing hits like the unmatched flavor of KFC’s Original Recipe,” said Catherine Tan-Gillespie, Chief Marketing Officer-Chief Development Officer, KFC U.S. “And with an unbeatable $5 deal, we think you’ll agree our new tenders are poised to win the chicken-tender battle."

Based in Louisville, Kentucky, KFC opened in 1952. There are over 30,000 KFC restaurants in nearly 150 countries.

Highdive's client work also includes Jeep, Clermont Steep, Frito Lay and Airheads.