The Ask: Validate that “nothing hits like” KFC’s Saucy Nuggets, turning a high-interest novelty into a permanent menu staple. By introducing three innovative new flavors alongside two existing ones, we aimed to amplify product excitement and build a unique level of craveability that would keep fans returning to the brand.

The Insight: I recognized that fans were already hacking the menu to create their own saucy combinations. Instead of going back to basics, consumers wanted to keep embracing the drenched deliciousness of nuggets dripping with their favorite sauce (their style).

The Brief: Position KFC as the authority on “drenched” indulgence this summer by giving fans the sauciest brand experience they won’t forget.

To celebrate the launch of the new saucy flavors, KFC introduced the Sauce Serve Truck. The truck was a tribute to the summer staple: the soft serve ice cream truck. Like KFC, it’s a timeless original. Instead of dispensing ice cream, our truck dispensed all five flavors, letting fans drench their Nuggets in whatever flavor they wanted.

The Results: The launch received 3.16 billion earned media impressions.

Agency: MullenLowe

Role: Brand Strategist

Year: 2024