Thousands tuck into new KFC 'gut-filler'

KFC Double Down. Photo / Supplied

Restaurant Brands bosses are gob-smacked by the extent of media coverage for its KFC Double Down, which helped sell more than 34,000 of the bunless chicken burgers yesterday.

But advertising consultants warn that long-term the hyped promotion of the 600 calorie "gut filler" is confusing alongside its marketing push for healthier options.

Restaurant Brands marketers said the KFC Double Down campaign launch was much more successful than expected.

Chief executive Russel Creedy has been surprised by the huge editorial coverage for the burger, with two pieces of fried chicken wrapped around bacon, cheese and sauce. The burger costs $7.90.

Hype on Monday night and yesterday included extensive coverage on Close Up, Campbell Live, and included an enthusiastic thumbs up from TVNZ journalists on Breakfast.

Newspapers, online and commercial radio also covered the product launch.

Creedy said the hype, coming after coverage on social media, led to 16,000 Double Downs being sold by midday and 34,000 by 4pm.

Creedy played down its unhealthy image, saying it provided a lot of protein at low cost.

Jo Bell is principal of public relations consultancy Switch that works on KFC and handled work for Double Down. "In most cases the hype has been developed by New Zealand customers in the media. We have been working on it for some months.

The Double Down would only be available for five weeks, but the promotion will draw people into KFC stores and boost the KFC brand.

But the New Zealand managing director of branding agency Interbrand, James Bickford, said the campaign highlighted that KFC, which was promoting healthy options, had two clashing values.

It had to decide "what side of the fence it is on", said Bickford.

Social media consultant Michael Carney said buzz was a trend to this type of campaign. It started on social media and on blogs then moved to traditional media, either directly or through public relations. "Yes, it is a new trend - but it is only effective with one in 20 products," he said.

Advertising consultant Martin Gillman said the campaign showed KFC was innovative.

"If you find that sales are plateauing you want to get new people into the store. Bring in people to buy the burger - just for the hell of it," he said.

Some editorial coverage on TV had been negative - but that would not deter the sort of people who would eat a Double Down, he said.

"They are actively promoting the idea of healthier food - but this campaign is purely about high-calorie gut-fillers."

Restaurant Brands shares closed up 4c yesterday at $2.48.