• by Teresa Buyikian , 11 hours ago

KFC’s  campaign for its new Box Feasts features the Colonel showing off some fancy footwork.

This week the brand rolls out its latest meal deal: Value Feasts, which are a new lineup of entrees with sides and drinks designed as a complete meal for one.

The highlight of the meals are the Box Feasts, which come in three versions; the $7 Box Feast, with one KFC Snacker, 5pc nuggets, 3oz fries and a medium drink; the $9 Box Feast with two KFC Snackers, 5pc nuggets, 3oz fries and a medium drink; and the $11 Box Feast, with one Chicken Sandwich, two Tenders, 3oz fries and a medium drink.

To promote the Box Feast, the brand has released a new spot, seen here, featuring a newly glowed-up Colonel and continuing the brand’s Kentucky Fried Comeback messaging.

Created with Highdive, the :60 spot opens on the Colonel facing a board room of steel-faced execs after presenting the new Box Feats and corresponding prices. As they question the audacity of suggesting so much food for so little money, the Colonel leaps to his feet and begins dancing across the conference table. “It’s just too much chicken for too little…” shouts an exec as the Colonel shuts him up by shoving a chicken sandwich in his mouth. The dancing continues out on to the street as the Colonel boogies down to a bumping soundtrack while handing out pieces of KFC to onlookers.

“This is a moment where value matters more than ever, but consumers aren’t willing to lower their expectations — and neither was the Colonel,” said Melissa Cash, CMO, KFC U.S., in a release. “At its core, the campaign is about defying what value is supposed to look like in pursuit of giving people what they want: an irrational amount of chicken for a price they don’t expect.”

The ad premiered in a :30 version during March Madness last Friday, and will continue to run across broadcast, social, digital and CTV/TV. The :60 will run in-theater as well as on YouTube this spring.