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.
CREDITS:
BRAND: KFC
- Catherine Tan Gillespie – CMO, USA
- Anna Faktorovich – VP, Brand Management, USA
- Lauren Kahle – Brand Manager, USA
- Annie Highfield – Brand Manager, USA
- Kristin Newitter – Marketing Consultant
- Ron Hacohen – VP, Managing Advisor
AGENCY: Highdive
- Megan Lally – Owner & CEO
- Chad Broude – CCO, Co-Founder
- Mark Gross – CCO, Co-Founder
- Isabel Long – Head of New Business
- Joe Nio – Chief Strategy Officer
- Chuck Rachford – Executive Creative Director
- Casey Stern – Group Creative Director
- Jorge Pomareda – Group Creative Director
- Zeus Alvarez – Associate Creative Director
- Kate Sheehan – Senior Copywriter
- Ryan Inda – Copywriter
- Bill Lee – Art Director
- EB Jackson – Group Account Director
- Danielle Murphy – Account Director
- Audrey Yin – Account Executive
- Jen Passaniti – Head of Production
- Johannah Scarlet – Executive Producer
- Kamerin McAllister – Senior Producer
- Austin Neely – Producer
- Erin Wong – Group Strategy Director
- Marisa Rondinelli – Strategy Director
- Aeron Latham – Strategist
- Kelley Beaman – Director of Business Affairs
- Brenna Alfano – Business Affairs Manager
PRODUCTION COMPANY: O Positive
- Brian Billow – Director
- Ralph Laucella – Executive Producer
- Marc Grill – Executive Producer
- Ken Licata – Executive Producer
- Devon Clark – Head of Production
- Adriana Cebada Mora – UPM / Producer
PRODUCTION COMPANY: SCHROM
- Michael Schrom – Director
- Andrew Greenberg – Head of Production
- Carl Sturges – Executive Producer
- Larry Gold – Producer
PRODUCTION COMPANY: 1986 Studios
- Larissa Berringer – Managing Director
- Kevin Zimmerman – TVC Editor
- Randy McEntee – VFX Supervisor
- Ergin Kuke – Creative Director, Motion
- Becca Sita – Executive Producer
- Mike Trivisonno – Producer
- Colleen McKay – Edit Assist
- Carl Schumacher – Food Editor
- Justin Harenchar – Social Editor
- Steven Armstead – Business Affairs
SOUND/MIX: Another Country
- Peter Erazmus, Jordan Stalling – Sound Designers/Mixers
- Brett Rossiter – Audio Assistant
- Tim Konn – Managing Director
- Louise Rider – Executive Producer
- Josh Hunnicutt – Producer
MUSIC: SOUTH Music + Sound
- Dan Pritikin & Matt Drenik – Creative Directors
- Eric Plust & Jon Darling – Composers
- Ann Haugen – Executive Producer
- Alina Fox – Producer
COLOR: Ethos Studio
- Katilyn Battistelli – Colorist
- Nat Tereshchenko – Producer
- Annie Cater – Color Assist
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