KFC is stepping up its game in the fast-food world with the launch of its new Original Recipe Tenders, a bold move aimed at claiming the crown in the chicken tenders market. 

This introduction is part of a larger campaign that takes a competitive jab at other fast-food chains without directly naming them, signalling a shift in KFC’s strategy towards a more combative and attention-grabbing approach. 

The Yum Brands-owned chain is looking to reinvigorate its presence amid a challenging time for the business, where same-store sales in the United States dropped by 5% year over year in Q2.

The Chicken Tenders Battle Has Begun

At the heart of KFC’s campaign is a dramatic and humorous 60-second ad titled “The Chicken Tenders Battle Has Begun,” which playfully recounts the infamous chicken sandwich wars before introducing the next battleground – chicken tenders. 

The ad peaks as an army of KFC employees, clad in their iconic uniforms, charge into the battle with cries of “for Kentucky!” in a tongue-in-cheek portrayal of fast-food competition. 

The campaign will run through December 1 and is designed to captivate audiences across various marketing channels, including influencers, social media (paid and organic), an in-app takeover, and print ads in major outlets, such as the New York Times and USA Today.

KFC’s marketing push will also reach consumers via traditional and digital media, with ad placements during NFL and MLB games, on YouTube, as well as across streaming platforms, radio, and TV. 

In a fun twist, the chain is also rolling out KFC tenders merchandise through its online shop, giving fans another way to engage with the brand.

Surprise Free Tenders and Strategic City Launches

As part of the campaign, KFC offered free Original Recipe Tenders to consumers on October 17 in select cities tied to its key competitors. 

Baton Rouge and New Orleans in Louisiana – home to Raising Cane’s and Popeyes – along with Atlanta, Georgia, where Chick-fil-A was founded, will see the surprise drops, paying a subtle homage to the fried chicken rivalry that has long dominated the industry.

This playful yet strategic approach from KFC is not just about flexing its marketing muscle – it’s also about reasserting its place in the market while challenging competitors on their own turf.

New Leadership and Aiming for a Comeback

The launch of the Original Recipe Tenders also marks a significant moment for KFC’s new Chief Marketing Officer, who took the reins in August. 

The campaign, created by agency Highdive, is the first to roll out under the CMO’s leadership, as KFC tries to turn around its recent dip in sales and regain its footing in an increasingly competitive fast-food landscape.

The introduction of the Original Recipe Tenders adds to KFC’s menu with double hand-breaded tenders, prepared using the brand’s famous secret blend of 11 herbs and spices. 

Furthermore, some consumers can also enjoy these tenders as part of a $5 box, which includes three tenders, Secret Recipe Fries, and two of KFC’s signature sauces. 

Additionally, KFC will roll out a Tenders + Nuggets Family Meal offer and a 13 Days of Daily Deals promotion, running from October 19 to October 31, providing customers with value-driven deals and promotions.

Conclusion

KFC’s latest marketing campaign not only highlights the launch of its Original Recipe Tenders but also positions the brand as a fierce competitor in the fast-food chicken wars. 

With a dynamic ad campaign, creative nods to its competitors, and promotional offers, KFC is making a clear statement that it’s ready to reclaim its dominance in the chicken game. 

As the fast-food landscape continues to heat up, KFC’s bold approach might just be the recipe it needs to win back customers and boost sales in the months ahead.