KFC understands that fashion celebrates what is different, what is exclusive and what is impossible to imitate and, in this sense, it considers that it is the ideal territory to highlight the unrepeatable breading of its products. The brand has united both worlds in its most recent marketing action in the Brazilian market, through which it allows consumers to personalize clothing and accessories inspired by the crispy coating of its fried chicken.
Together with the creative agency LolaTBWA, it has launched a limited-time initiative that encourages fans of the brand to celebrate their passion for Colonel Sanders’ batter. To do this, they must buy buckets of fried chicken, present the receipt at the KFC restaurant in the town of São Bernardo do Campo, and bring some clothing to personalize it with a fabric that emulates the crispy batter of the company’s products.
As the brand has explained through social networks, the items that can be presented to be personalized are fisherman hats, tote bags, coats and jackets, jeans, skirts and fanny packs. Customizations are carried out by Atelier by Amanda Lenzi and delivered to your home within three weeks.
The action has been available between March 27 and 29, as a special initiative to bring KFC even closer to its followers.
According to Little Black BookSherpa fabric is used to personalize the garments, which imitates the look and tone of KFC’s chicken batter, thus translating the brand’s characteristic crunch into fashion. The pieces are sewn by hand using a complex and delicate artisanal process, which requires more care and time than making a garment from scratch.
“This initiative allows us to give our KFC lovers personalized items, expanding the relationship and closeness between the brand and its customers beyond food.“; commented Fernanda Harb, Marketing and Sales Director of KFC Brazil. “The pieces emerge as an extension of this new visual code, establishing our ‘crispy’ as an element of fashion and design.“.
The action responds to the trend of having items that bring fans closer to the universe of brands, becoming symbols of belonging and individual expression.
To communicate this, the brand has created a series of posts on social networks that reflect the aesthetics that would be applied to the garments to personalize them. The images, which have been created using artificial intelligence, show people wearing fanny packs, jackets, pants or skirts made of Sherpa fabric.
In addition, according to the aforementioned media, KFC was present at Design Week in Brazil, held between March 5 and 22. The brand had a stand that hosted Colonel Sanders’ workshop, where selected pieces were personalized.
“KFC’s batter is one of the most recognizable visual codes. By incorporating it into fashion, we turn a brand icon into a protagonist and take KFC to a space it does not usually occupy, in a natural, relevant and unexpected way”commented Leo Macias, Creative Director of LolaTBWA.
