A New KFC Just Hatched
When KFC launched its new restaurant concept, KFC Original, in Orlando, it needed a mailer idea to invite local influencers to an exclusive cooking class at the restaurant.
So we created an egg incubator to inform them that a new kind of KFC has just hatched. And then gave them a key that served as their way in to KFC Original.
I wish I had saved our high-res files.
Thermochromic ink kept our message hidden until our egg was sufficiently heated up.
Package Design
We drumsticked-up excitement for the contents inside with a verbal pun...
…as well as a visual one. Yes, that is an egg with Colonel Sanders’s bowtie.
Instruction Card
"YOU’RE GETTING WARMER.
We’re cooking up something new at KFC. Follow these instructions to find out what it is:
Step 1: Plug in the incubator and flip the switch to turn it on.
Step 2: Let the egg incubate for a few minutes. A message will appear letting you know when it’s ready to hatch.
Step 3: Crack the egg open for an announcement that’s hot and fresh and ready to hatch.”
Note inside of egg
“A NEW KFC EXPERIENCE JUST HATCHED.
We call it KFC Original, because every bit of finger-lickin’ chicken here is made hot & fresh according to Colonel Sanders’ Original Recipe.
That recipe was the key to the Colonel’s success, and now he’s inviting you to experience it in all its delicious glory. Bring this key to a KFC Original near you to unlock and exclusive cooking class, as well as a gift card for all the fried chicken a $100 gift card can buy.
Don’t lose it now. Like our chicken, there are no copies. Only originals.
Stay Original,
Your friends at KFC Original”