KFC BEGINS HERITAGE DAYS CAMPAIGN
By Adnews Staff
KFC Canada has begun a new campaign called "Heritage Days" to promote the chicken franchise's history. National advertising, created by Ogilvy & Mather of Toronto, will make use of KFC founder Colonel Sanders for the first time since the 1970s. The commercial, called "Dream," combines footage from a 1970s advertisement with a new character. It opens with the Colonel and a group of employees singing the "Colonel's Boys" jingle used in the company's advertising during the 1960s and 1970s. The new character sneaks into each scene to dance along with the employees. The commercial ends in the present day with a young child waking the character from the dream. The ad will run in 30- and 15-second versions until Oct. 6. It will be supported with radio and print advertising in major Canadian markets. The promotion will also include a direct mail campaign and in-store materials. During the campaign KFC will also use a 1954 design for much of its packaging. Also, a limited-time Heritage Meal has been placed on the menu.