KFC Canada begins Bucket List promotion
Fast food chain KFC Canada has begun a national marketing campaign called "Bucket List." From May 13 to June 16, consumers who purchase eligible food items will receive a peel-off card that will reward a prize to one out of five recipients. These prizes include three $10,000 vacation packages from Expedia, 500,000 food prizes, 1,000 music downloads and 250 experiences from adventure company Try That. The contest also includes an online component, conducted via Twitter and Pinterest, the winner of which will receive a $1,000 Try That experience. The promotion will be supported with television, radio, in-store and digital advertising, as well as social media activities. The creative uses the tagline, "The KFC Bucket List. Where Will It Take You?" The TV creative was developed by Grip, with French-language adaptation by Brad. In-store promotion is being managed by Match-Ignite. Media buying was conducted by MediaCom, while Grip is also handling the digital and social media elements. Public relations are being conducted by Strategic Objectives. "The KFC Bucket List is our way of encouraging Canadians to talk about and create their own 'so good' life experiences," said David Vivenes, chief marketing officer at KFC Canada. "Colonel Sanders is one of the world's best-loved dreamers and we think he'd love to see KFC granting Canadians bucket list wishes."