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KFC breaks Big Boss campaign

Fast food chain KFC Canada has begun a launch campaign for a new menu item called the Big Boss, a double-decker chicken sandwich. The campaign, called "#NewBossInTown," was developed by Grip, with media buying by MediaCom, direct mail from MatchIgnite, in-store materials by AMI Group and public relations from Strategic Objectives.

The campaign consists of national prime time television advertising on channels including Comedy Network, Discovery, Sportsnet and History, as well as Canal Vie in Quebec.

"No pre-formed patties at KFC," said David Vivenes, chief marketing officer at KFC Canada.  "The Big Boss gives KFC fans a fresh alternative to the iconic double burger. Now that there's a new boss in town, fans have more choice when it comes to double burger cravings."

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