Grill’d promotes ‘healthy’ fried chicken outside KFC stores to lure staff

Grill’d is targeting the employees of competitor KFC to defect to the brand, offering staff in uniform free ‘Healthy Fried Chicken’ – or ‘HFC’ – to mark the launch of the new product range.

Running for the duration of the launch week for the new product range, the initiative also sees media trucks positioned outside KFC stores in Sydney and Melbourne declaring, ‘Dear KFC employees, you get free HFC’.

Grill’d is targeting the employees of KFC

The in-house designed campaign comes soon after Grill’d used images of incumbent US President, Donald Trump, eating KFC, McDonald’s and Dominos to make a statement about the ‘healthier’ qualities of its range of fast food.

Founder of Grill’d, Simon Crowe, said: “We are doing what we have done for many years for burgers, now for fried chicken. Investing in quality ingredients is an investment in our health and we’re biting back against the myth that fried chicken can’t be healthy. There’s a new, healthier player in the fried chicken game, and it’s about time.”

Grill’d’s strategy is to enable Australians to feel ‘satisfyingly guilt-free’ by dining at its restaurants. As well as the media trucks, street posters will be positioned around the stores, emblazoned with the slogans: ‘Everyone deserves Healthy Fried Chicken’, ‘Don’t eat the dirty bird’, and ‘We use RSPCA approved 100% chicken breast’.

The initiative is reminiscent of Burger King’s ‘Whopper Detour’ campaign that offered customers one-cent Whopper burgers when they ordered through the brand’s app while in a McDonald’s venue.

The campaign, from FCB New York, won multiple Cannes Lions including the Direct Grand Prix.


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