KFC taps ‘Seinfeld’ star, starts ‘Wing Works’ test
LOUISVILLE, KY. — KFC is firing its biggest-ever blast at mainstream rivals in a $200 million TV campaign that broke last week and features “Seinfeld” co-star Jason Alexander on a mission against “boring and bland burgers.”
The ads are the first from BBDO of New York since it won the KFC account last December. It introduced the tag line “There’s Fast Food. Then There’s KFC.”
Separately, KFC has begun tests at units in Austin, Texas, of a “Wing Works” line of chicken wings sold with one of four flavored sauces: honey barbecue, honey Dijon, spicy barbecue and spicy buffalo. Orders start at $2.39 for five wings.
Chain insiders also said management was scouting competitors’ fast-casual formats and had begun field tests of plated meal combos that don’t use plastic-foam cups or paper boxes. A source also said KFC was working with a consultant to develop a breakfast program.
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