Thursday, May 29, 2008

New Taste of the Old Bird

I've already had 7 chicken meals this week, in 4 days. Now there is another choice:

KFC Adds Third Fried Chicken Flavor In 68 Years
by Nina M. Lentini, Thursday, May 29, 2008 5:00 AM ET
KFC smoky chipotle KFC is adding only its third fried chicken flavor in 68 years to its menu, and has launched a supporting campaign featuring 15- and 30-second TV commercials by its AOR, DraftFCB.

To its secret blend of 11 herbs and spices, the fast-food giant is adding chipotle and, for a limited time, offering Smoky Chipotle Crispy. The flavor joins Colonel Sanders' Original Recipe, begun in 1940, and Extra Crispy, introduced more than two decades ago.

In the 30-second spot, two young married couples dine outdoors, apparently on a pier at a marina. It's a sunny day reflective of blue and white colors as one husband joins the others and asks what it is they're eating. When he takes a bite, he's pleasantly surprised at the spicy flavor. "It's not spicy hot," he says, to which one of the wives says, "It's smoky."

As the other husband digs in, he, too, is nonplussed. "Wow, what is that?" he asks, to which a wife replies: "That's flavor." "I like flavor," he says, ingenuously. Voiceover says it's "flavor with a kick," and the spot ends with the slogan, "Life tastes better with KFC."

While the original recipe remains Top Secret, Doug Hasselo, chief food innovation office at KFC, offered a hint: The new recipe includes "slow-smoked chipotle peppers," he said.

"Our new Smoky Chipotle Crispy is designed to be the perfect combination of robust flavors with just the right kick," Hasselo added in a statement. "We're confident Colonel Sanders would have approved this new secret recipe. It truly is finger lickin' good."

While there are no online ads planned, a spokesperson said "The Quest for the Golden Chipotle" game at is "meant to educate consumers about the origin of the Chipotle pepper while still being fun and interactive."

Nina M. Lentini edits Marketing Daily. Email her at

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