The Colonel turns to earned media

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KFC has eschewed paid advertising for its Mothers Day campaign, opting instead for earned media to promote its finger-lickin’ good chocolates gift pack.

This campaign is out of Auckland-based Sherson Willis PR.

The KFC mums’ chocolate box contains four specially crafted sweets, by Kako Chocolate – inspired, says Kako’s Stu Jordan, “by two sophisticated food trends – chilli chocolate and the combination of salty and sweet for Mothers Day”.

Each chocolate box contains two creamy milk chocolate truffles infused with KFC’s famous Original Recipe seasoning, and two dark chocolates enriched with KFC Hot & Spicy marinade. The Original chocolate is topped with 23-carat gold leaf, while the Hot & Spicy treats feature KFC’s signature red and white colouring in their design.

“We’re excited to be offering a way for KFC fans to share something they love with the special mum in their life this Mothers Day,” said KFC marketing director Clark Wilson.

“These chocs are not for the faint of heart … they’re definitely hot – and spicy!”

Stu Jordan from collaborator Kako Chocolate says this is the strangest flavour request they have ever had. “KFC have a wonderful blend of herbs and spices, so we had a great starting point,” he said.

“To create the Original flavour we went with a buttery, nutty flavour base to blend the 11 herbs and spices with milk chocolate. Then we added some cocoa nib for crunch, to echo the texture of fried chicken.”

He reckons the Hot & Spicy chocs are not for the faint of heart: “It’s definitely hot – and spicy! We used a dark chocolate base to add a sweet contrast to the heat from the KFC spicy marinade.”

Only fifty boxes of the unique creations are available. Thirty are going out to well-known KFC Fans, while 20 will be given away on KFC’s Facebook page.

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