KFC International and the National Basketball Association have formed a promotional partnership that will include activities in 22 countries and territories in Central and South America and the Caribbean. As part of the partnership, KFC will launch a “Taste the Game” campaign, which will include a new box meal to coincide with the 2008 NBA Playoffs.
The Big Box Meal will be available between May 15 and June 31 in more than 450 restaurants throughout the region. The new meal is composed of a chicken sandwich, a piece of chicken, two vegetable sides, and a drink. It will also feature special NBA-themed packaging and include a free NBA cell phone strap in some markets.
Tony Lowings, KFC’s General Manager for Latin America and the Caribbean, says that KFC has experienced rapid growth in the region, and the popularity of the NBA is similarly growing at a tremendous pace. “We feel that there is a natural fit between our two brands,” he says, “and KFC is very excited to help promote basketball throughout the region as well as bring a great new meal to our customers.”
This marks the third consecutive year that KFC and the NBA have formed international marketing partnerships. KFC previously served as an official partner of NBA Europe Live Presented by EA SPORTS, the league’s comprehensive tour of Europe, in 2006 and 2007.
