To Bun or Not To Bun, the KFC Question

 

I saw this KFC spot the other night. Yeah, it has all those typical young people with incredulous looks talking about KFC food. It’s all about KFC using a new kind of bun for their Doublicious Chicken Sandwich: they use a Hawaiian Sweet Roll. It’s not a plain hamburger bun (which, apparently, should only be paired with a real hamburger). The Hawaiian Sweet Roll bun’s different shape is what makes KFC’s Doublicious Sandwich a taste sensation in the spot. That’s KFC’s handle- “Never seen a sandwich like this before!” the woman in the spot claims. It seems a unique look is just what was needed, needed to “...make those eleven herbs and spices really come to life.” Yes, looks are everything. 

Now, just when I thought this bun was everything, I discovered this KFC spot on YouTube:

   

Well, how ‘bout that? It’s the KFC Double Down Chicken Sandwich. It features no bun at all. It’s made up of two boneless white meat chicken filets (Original Recipe or Grilled), two pieces of bacon, two melted slices of Monterey Jack and pepper jack cheese and the Colonel's Sauce (whatever that is). KFC says, “The Double Down is so meaty, there’s no room for a bun!” 

These KFC marketers are incredible. They’ve covered it all. The Doublicious is all about how the bun looks. The Double Down, is all about not being able to look at the bun. By the way, they do provide a little grease-proof half paper bag to hold the sandwich’s ingredients together. 

After watching these two spots I’m still left with the impression that they offer little, if any, real consumer benefit. I still think KFC sandwiches are high in calories, high in fat and very high in sodium - all the things most of us need to avoid. And what's with those sandwich names? "Double Down" Is that some kind of bet on whether you'll need bypass surgery or not? What do you think?

On my Steeb-O-Meter, (a rating system for evaluating projects on film, video, music, television and print on a scale  of 1 - 63) I'm giving each spot a 27.

 

Comments

[Air Jordan]

Remember if you marry for beauty, thou bindest thyself all thy life for that which perchance, will neither last nor please thee one year: and when thou hast it, it will be to thee of no price at all. Do you agree?

[Name Withheld]

I think it's bad to have two or more products in your line-up with extremely similar names. It's confusing. How are people supposed to remember the difference between what a Double Down is and what a Doublicious is?? Kinda like Lincoln's MKS, MKZ, MKX, M&M, MUD, S&M, etc. I never know which is the cross-over and which is the cross-dresser. Or which is the sedan and which is on sedatives.

Also, I got an e-mail coupon for a free Doublicious (I think it was the Doublelicious...anyway, the one with bun). The TV spots I had sen previously made a big deal about it having a "Hawaiian Bun" not just a regular, boring hamburger bun. But when I got mine, it came on an average, ordinary hamburger bun. The franchise employee either was not trained, or did not care about the difference. Well, with that kind of indifference to what was supposed to be a point of differentiation, they have lost my business. I will never order anything with the word "double" in it from KFC!!!!!

[Vince Smiley]

Great post! But actually Mr. Kidd, as someone who worked on this campaign (before I lost my job to downsizing and procurement concerns of overeating on the business). In developing this strategy and campaign, KFC is mirroring real life in order to appeal to two very distinct male targets - those who like get their hands on buns, and those who prefer the feel of naked breasts before they take a bite. It's all very scientific. I myself like buns. Do you have any openings at A.I.?