this drip don’t quit
kentucky fried chicken
The people love sauce. But restaurants love to be stingy with it.
With the launch of their Saucy Nuggets, KFC aimed to position themself as a saucy oasis in a dripless desert.
But with copycat products popping up, focusing solely on sauce options wasn’t enough.
They needed to prove that while their Saucy Nuggets could be replicated, their Original Recipe quality couldn’t.
We kicked off the campaign with TV, social and radio spots that highlighted both the range of sauces and the quality of KFC’s hand-breaded nuggets.
But we didn’t stop there. We wanted to take the sauce to the streets, giving people the chance to taste the quality for themselves.
And thus, the Sauce Serve Truck was born.
Produced with Makeout, the truck’s design was a twist on the classic soft serve truck - complete with fully functioning sauce dispensers and a jingle of its own.
We drove the truck cross-country, visiting three cities: New York City, Austin, and Ann Arbor.
At each stop we handed out free nuggets, created custom merch, and captured a ton of social content.
Agency: MullenLowe
Role: Copywriter, Social/Radio
Group Creative Directors: Enrique Camacho, Gary Van Dzura
Creative Directors: Kelly Nichols, Pat Harrington
Art Director, Social: Jessica Navarrette