KFC has unveiled its summer-inspired Extra Crispy Colonel campaign featuring brand ambassador and actor George Hamilton.
In an advertising campaign set to launch on 26 July 2016, Kentucky Fried Chicken has for the first time created a product-specific mascot called the Extra Crispy Colonel. Played by George Hamilton, the world-renowned actor is set to serve as the face of the overall exercise.
Featuring the fast food giant’s signature Fill Ups segment rolled out in conjunction with the summer, the marketing initiative lends weight to the fact that more than 50 percent of Americans don’t know that the brand offers two fried chicken recipes—Original Recipe and Extra Crispy.
The star of the new push, the latter boasts a double-breaded, open-fried concoction which while tender and juicy once cooked until golden-brown, delivers a signature crunch at the onset of each bite. Like its Original Recipe counterpart, the speciality item is prepared fresh in-house daily.
Developed by Wieden+Kennedy, the effort will entail four primary spots comprised of two 30-second and 15-second commercials respectively. Said advertisements portray Hamilton as the Colonel who rocks an exaggerated suntan to emphasise his ‘extra crispy’ character.
Slated to air across the United States, he is captured combing the beach to share his love of Extra Crispy Chicken with families. In a bucket which easily doubles as a picnic basket, the latest KFC menu highlight aims to satisfy every consumer’s taste buds across a sizzling American summer.
“Just like no one person could play the Colonel, no one Colonel can sell both the Original Recipe and Extra Crispy Chicken. Similarly, no actor was more qualified to play our Extra Crispy Colonel than a very tan George Hamilton,” said Kevin Hochman, Chief Marketing Officer at KFC US.
