Industry News | February 24, 2006

New KFC Ads Hold “Hidden Message”

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Consumers who successfully decode the secret Snacker message, embedded in the new Buffalo KFC Snacker television advertising, will receive a coupon in the form of a $1.00 KFC gift check to try the new sandwich at any participating KFC location. Consumers can "crack the code" by re-playing the television advertisement frame-by-frame with a digital video recorder or VCR. When screened in slow- motion, an embedded, "secret code" is revealed, along with directions on how to redeem the free offer. The ad also can be viewed at http://www.KFC.com , along with directions on how to reveal the secret code.

The advertisement with the hidden message will run nationally February 23–March 3 during evening programming on the NBC network, including the Olympic Winter Games; during FOX programming, including NASCAR, "24" and "American Idol;" during CBS programming, including "Survivor," during select NBA games on TNT, and on national cable programming with networks like USA, TBS, ESPN, Cartoon Network's Adult Swim, BET, Comedy Central and MTV, among others. Buffalo KFC Snacker advertising without the hidden message will continue to run nationally through April 4.

"This program gives us the chance to generate news in a completely unconventional way," sys Tom O'Keefe, executive creative director on the KFC account at FCB. "Suddenly a regular television commercial becomes an interactive experience between KFC and their target."

The new $0.99 Buffalo KFC Snacker is the first extension to KFC's best selling Snacker line of value-priced sandwiches, also available in crispy and Honey BBQ. The sandwich features a chicken breast strip dipped in Buffalo sauce and served with on a sesame seed bun. This great tasting, filling sandwich is perfect for a lunchtime fix or quick snack and value-priced at $.99.