KFC, in collaboration with its digital agency Iris, has released a limited edition run of cross-stitch patterns to celebrate all things handmade. The new campaign is to highlight KFC’s hand-breaded chicken, available every day in restaurant.
Cross-stitch has quickly become the latest trend that our nation is obsessed with, so we have looked to this playful pastime to raise money for some deserving charities, with all proceeds going to The KFC Foundation.
The kits will allow KFC fans to handmake something they’re proud of – just like the teams in KFC restaurants do every day. Those who have signed up to the KFC app can get their hands on five cross stitch patterns before anyone else. Each of the patterns cleverly highlights KFC’s witty charm and good food, with lines such as: “When I die I want to be hand breaded and fried”.
Not only will the kit keep fried chicken fans entertained for hours, they could also be in with a chance of winning a free meal for the family on KFC. All customers have to do is complete the cross-stitch to the Colonel’s standards and share it online alongside #KFCHandmade, to be in the running. Now that’s a clucking great offer.
Limited-edition patterns can only be purchased from the ‘Handmade by KFC’ Etsy store from 26th March – priced at £14.99. There are only 200 kits available, with KFC warning that ‘they’re gonna sew fast!’ A one-off ‘KFC bucket sleeve’ cross stitch is also up for grabs via the KFC App. Fans can enter into the prize draw by scanning the KFC App when purchasing their pizza.
Ross Taylor - Creative Director, Iris, said: “Having worked in a KFC restaurant myself I know the level of craft and care that goes into preparing the delicious fresh chicken by hand – but the reality is that not everybody else does. Sometimes all it takes is a simple and unexpected idea to cut through the noise and communicate the right message. Selling official KFC cross-stitch packs on Etsy, a platform that stipulates that products have to be ‘handmade’ to be sold there, made perfect sense.”
Hazell White, CRM Manager at KFC UK & Ireland commented: “The reason our food tastes so Finger Lickin' Good isn’t just because of the 11 Herbs & Spices, but because of the way we bread it by hand. We wanted to share that feeling with our loyal fans, and what better way than to invite them to hand craft their very own KFC masterpiece whilst giving back to our local communities in the process.”
The proceeds from every kit sold will go to the KFC Foundation, supporting local charities who are passionate about developing and nurturing young people.
Creative Agency: Iris
Executive Creative Director: Grant Hunter
Creative Director: Ross Taylor
Creatives: Charlie Parker & Jonny Marsh
Planner: Rich Edwards
Producer: Cindy Gingell
Account Team: Lucy Flitcroft
Photographer: Stuart McKenna
Designers: Lolly Morris, Ryan Mitchell, Josh West, Rakesh Chadee
Artwork: Billy Thomas