The Ask: To validate that “nothing hits like” KFC’s Saucy Nuggets, taking a high-interest novelty into a permanent menu stable. By introducing three innovative new flavors with two existing ones, our goal was to amplify product excitement and establish a unique level of craveability that would keep fans returning to the brand.

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

The Brief: Position KFC as the authority on “drenched” indulgence during the 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 an homage 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, allowing fans to drench their Nuggets in whatever flavor they want.

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

Agency: MullenLowe

Role: Brand Strategist

Year: 2024