The Chicken Sandwich wars may have come to a close, but a new battlefield has emerged in the fast-food world: the chicken tender wars. KFC, who recently switched its account to Highdive, is ready to claim victory with the launch of its Original Recipe Tenders and has issued a battle cry to its competitors.
Unlike other chicken tenders, KFC’s are double hand-breaded using the brand’s legendary 11 herbs and spices, then fried to golden perfection for that signature crispy, juicy flavor that KFC fans have come to love.
This fully integrated campaign marks the first major initiative under KFC’s new Chief Marketing Officer, Catherine Tan-Gillespie. The campaign aims to drive national awareness and build excitement for KFC’s Original Recipe Tenders, confidently challenging rivals to a “battle of taste.”
To stake its claim in the tenders game, KFC released a new ad campaign with an over-the-top, satirical take on the ongoing “battles” in the fast-food industry–from chicken sandwiches to sauces, to value and now to tenders. Competitors better suit up. Watch Highdive’s first work below:
“We know consumers crave bold flavor and chicken tenders are a familiar favorite – that’s why we’re proudly proclaiming the deliciousness of our new tenders seasoned with our secret recipe of 11 herbs &
spices. Nothing hits like the unmatched flavor of KFC’s Original Recipe,” said Catherine Tan-Gillespie. “And with an unbeatable $5 deal, we think you’ll agree our new tenders are poised to win the chicken tender battle.”
Taking a bolder and more competitive approach than ever before, KFC and Highdive are blending brand identity with product messaging, leaning into a new confidence for the brand. Stay tuned as KFC takes on the competition with its newest offering.
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