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Less Is More and More is More with New KFC Double Down

After KFC’s high profile Grilled Chicken became created a stir in 2009 with its couponing issues and subsequent sales success, marketers wondered what KFC would do next to captivate consumers’ imaginations. The answer? The Double Down sandwich.

KFC has gone “bun-less” with its latest non-traditional sandwich, which seemed more like a test market experiment or urban myth based on the early buzz it received (note the advertising touting “it’s real”). With this new sandwich, KFC answers the call for more meat, by offering “so much premium chicken that [they] didn’t have room for a bun.” Now two chicken filets (grilled or fried) hold together two pieces of bacon, and two melted slices of Monterey and pepper jack cheeses smothered in Colonel's Sauce. For those calorie conscious consumers, the Double Down comes in at 540 calories (equivalent to some large cheeseburgers) and the grilled version is 460; but both sandwiches are low carb of course.

KFC announced the Double Down in an April press release and began offering the item in restaurants on April 12^th. The Double Down was initially test marketed in Omaha, Nebraska and Providence, Rhode Island. Consumer curiosity and demand drove people to travel for miles to sample it. Online buzz in conjunction with late night talk show mentions helped the Double Down generate more interest than any other test market item in KFC history. Originally the Double Down was a limited time offer ending on May 23, 2010 – but KFC reversed course on May 19, 2010, stating the item would remain available as long as consumer demand is high.

To fuel interest after its national launch, KFC enlistedfemale students on college campuses to hand out coupons while wearing fitted sweatpants that had "Double Down" in large letters across their rear ends. Some questioned this marketing strategy, but KFC’s Manager of Public Relations, Rick Maynard, pointed out that KFC had only, "taken a page out of the book of some apparel companies and sororities who have promoted in this way for years." KFC Marketing Chief John Cywinski added, “It's an effective way to catch the attention of young men” — KFC's key customers and the biggest fans of Double Down. Additionally, KFC is giving the “unneeded” sandwich buns plus cash donations to food banks across the country, starting with the Dare to Care Food Bank in KFC’s hometown of Louisville, Kentucky. Billboards, print ads, and comical TV commercials boosted awareness and trial.

The chain cited its popularity in overall sales, aided by consumer-posted videos of people eating the Double Down, leading to YouTube buzz and celebrity ties, including Stephen Colbert’s televised feasting.  So far the campaign has worked: A KFC spokesperson reported 10 million Double Downs were sold for a total of about $50 million in revenue through mid-July.

Will this bun-less meat creation revolutionize fast food? Will we see a two-patty bun-less burger someday? Who knows? But this 2010 introduction from KFC certainly created a buzz with its innovative approach to creating and marketing a chicken sandwich.

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Ocean Spray Makes a Splash on the Runway

Blueberries aren’t just for pies and muffins anymore. Now, thanks to Ocean Spray, this adorable little fruit is quenching thirsts and filling bellies. Launched in February ahead of the peak juice sales season, the new line of refreshing, mouth-watering and healthy Blueberry juices includes: an all-natural Blueberry Juice Cocktail, a blended Blueberry Pomegranate Juice, a refreshing Diet Blueberry Juice, and a Diet Blueberry Pomegranate Juice. As health comes to the forefront of consumer awareness, the all natural, antioxidant-rich, soda alternative is an enticing option.

The larger-than-life launch of the new blueberry juice line included a partnership with JetBlue and a four story, 24,000 lb inflatable Blueberry Cocktail bottle that was rolled onto the John F. Kennedy International runway June 15^th.

 

As part of the promotion, giant blueberries were littered across the airport, and even the airplanes were dressed to impress with a new blueberry design. Ocean Spray Blueberry Cocktail juices were also added to the airlines’ complimentary snacks and drinks menu. The co-promotion with Jet Blue featured the “Out of the Blue Getaway” Sweepstakes staged in New York’s Greeley Square Park that was marketed through the company’s new Twitter handle. Juice lovers had an opportunity to win one of 250 prizes, including round trip flights and gift certificates from JetBlue. Printable coupons for $1 discounts also helped spur trial.

Giant blueberries aside, an extended distribution alliance between PepsiCo and Ocean Spray allowed for increased availability of this new blueberry line (previously, the partnership only included Cranberry juices). The extended alliance makes 15.2 oz. bottles available at gas stations, clubs, mass merchandisers, food service providers, grocery, and drug stores.

“Now consumers can enjoy the refreshing taste of summer-ripened blueberries year round,” said Larry Martin, vice president of marketing for Ocean Spray. The integrated campaign to raise awareness also includes TV commercials, where local Maine farmers charm American audiences with their personal promotion of the new blueberry product (Ocean Spray is an agricultural cooperative, owned by more than 600 local cranberry growers). Ocean Spray also engaged thousands of consumers with a Facebook page that offers healthy Ocean Spray recipes.

Thanks to a clever campaign, an innovative product, and of course Jet Blue’s large wingspan, the Ocean Spray Blueberry Juice line has taken flight. The new juices added to the bottom line of category-leading Ocean Spray’s most successful year ever, with $2 billion in revenue. While this is clearly a new product launch winner, it will be interesting to see if blueberry juice will become a permanent fixture in the Ocean Spray product line.

 

If you would like help planning your next launch, contact us at launch@schneiderpr.com or on Twitter @SchneiderPR.