For many, 2019 has been dubbed “year of the vegan”, a time when aubergines, flax seeds and tofu became the norm. It could be the worst possible time in history to launch a bacon burger… but KFC are still giving it a go.
The “I Love You Bacon Burger” has launched with a punchy campaign, developed by Mother, which focuses in on the undeniable truth: that bacon is something a lot of people, especially KFC fans, still love in their burgers.
The bold campaign leads with burger name “I Love You Bacon Burger” and relentlessly focuses on bacon throughout. Multiple executions keep the punchy campaign fresh, with headlines including ‘Try One Before You Turn Vegan’ and ‘Vegan Sausage Roll It Ain’t’ which appears in OOH locations in close proximity to rivals selling vegan sausage rolls. The“I Love You Bacon Burger” launches in restaurants nationwide (and on delivery via JustEat) for a six-week period.
Marcus Buck, senior brand manager at KFC commented: “Let’s face it, we’ve timed this burger badly. We’re launching the I Love You Bacon Burger in a year when unprecedented numbers of people are eschewing meat and embracing the aubergine. But for those bacon lovers that remain, this one’s for you. It’s so irresistibly tasty – try one before you turn vegan.”
Hermeti Balarin, ECD at Mother UK commented: “Launching a triple meat burger that was two years in the making, with millions of people having turned vegetarian since? You have to give it to KFC for being Fingerlickin’ brave.”