Pickles obsess many consumers. So much so that social networks and digital platforms are full of recipes to prepare them at home and creative videos starring this food, some made with artificial intelligence. Taking this Internet fascination as a starting point, KFC UK has created a jacket filled with pickles to promote “Pickle Mania”, its new menu with the pickle as the protagonist.
The garment, called “Pickle Puffer” for its inspiration in down jackets, is filled with slices and pickle juice that, thanks to a transparent fabric, are visible. In addition, the ingredient also inspires other design details, such as a pickle-shaped zipper or an integrated straw to drink the juice anywhere. The KFC logo completes the design.
The jacket has been created in collaboration with creative agency Here Be Dragons and creative and experiential studio The Robin Collective. This is KFC’s response to user interest in pickles, which is evident in the millions of views that bring together content with the hashtag #pickles on TikTok. What’s more, the “Pickle Puffer” is the brand’s version of a viral video created with AI that imagined a coat stuffed with pickles, as those responsible for the idea have explained on social networks.
To publicize the initiative, KFC United Kingdom has carried out a digital campaign that is based on the aesthetic codes of fashion and shows a model posing with the particular garment. In addition, it has created an audiovisual piece that shows both the details of the jacket and the different products that have been launched as part of the new menu.
The brand has launched a giveaway to give away a jacket to users who comment on the publication.
However, the brand has also created a collection of clothing items inspired by pickles. As can be seen in its online store, it consists of caps, sweatshirts and t-shirts that combine black and white with the usual pickle green.
“It’s a bit far-fetched, but that’s the idea.“commented James Channon, Brand Director of KFC UK and Ireland, according to Famous Campaigns. “Only KFC could wrap a jacket in authentic pickle juice and sliced cucumbers, offering fans a liquid, wearable tribute to their obsession..”
All of this is part of the promotional strategy for the new limited edition Pickle Mania menu. This includes the Pickle Burger, a burger with extra pickles: Pickle Loaded Fries, that is, fries with pickles; Frickles, battered and fried pickles; and Pickle Pepsi Max, a soft drink with pickle juice.
With the garment, KFC capitalizes on the trend of food brands that delve into design and fashion as a formula to transform their assets into culture. Only in the United Kingdom, Aldi has recently done it with its coat inspired by the roast potato, Lidl with a bag inspired by its shopping cart, or Domino’s with thermal boots made with the material of its delivery bags.
In Spain, McDonald’s has teamed up with Eme Studios to create a sweatshirt that includes promotional codes.
