KFC’s holiday ads celebrate silent meals

Who: KFC Canada, with Courage for strategy and creative; Wavemaker for media, and Narrative for PR.

What: A campaign promoting two holiday-themed LTOs: The Festive Favourites Feast, and the new Festive Chicken Sandwich, featuring chicken and all the trimmings (cranberry sauce and KFC’s new Original Recipe Stuffing).

When & Where: The campaign is in market now, with Wavemaker’s media buy focused on connecting the brand with Canadians during key holiday moments. The TV buy features placements in marquee sports events throughout the holiday season, as well as a partnership with CBC specifically aimed at holiday movie viewers. The buy includes a presence on Disney+’s new advertising tier, as well as placements on Spotify’s “White Christmas” playlist, complemented by digital out-of-home.

Why: It’s all about promoting KFC as a perfect choice for Canadians who want to take a break from the typical holiday season mayhem, whether that’s by giving families a break from cooking, or bringing some much-needed peace and quiet to the dinner table.

How: Set to a men’s choir version of “Silent Night,” both spots show people wordlessly enjoying the menu items, enthusiastically licking their fingers as they eat. Both spots end with the super: “Silent meals are the best meals.”

“‘Finger Lickin’ Good’ is one of the most iconic taglines out there—your mind immediately goes to KFC’s original recipe, crispy chicken and the savoury goodness of every bite,” said Jordan Sequeira, KFC’s marketing manager, brand and partnerships.

What’s the deal with festive menu items?  It’s not the first time the traditional turkey dinner has served as holiday menu inspiration for restaurant chains. Four years ago, Boston Pizza introduced the Christmas Pizza, featuring a full turkey dinner atop a pizza crust, while other chains including Arby’s  and Quiznos have all taken a stab at holiday-themed offerings.

We’re maybe not quite in pumpkin spice territory just yet, but we’re getting there. In fact, the application of cranberry sauce to sandwiches has become so ubiquitous that a UK columnist recently issued a tongue-in-cheek call for a halt to “big cranberry’s reign of terror over Christmas sandwiches.”

Chris Powell