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By Published on .

A new chicken wings promotion from KFC Corp. targeting football fans is proving an unexpected hit, forcing the fast-food chain to pull some national commercial buys last week when some outlets couldn't meet demand.

The positive outcome: more ad weight closer to Super Bowl Sunday, as the marketer moved buys into this week. The TV spot from Y&R Advertising, New York, touts the wings as being available only until the game.

KFC doesn't advertise on the Super Bowl, preferring instead to spark demand leading up to the game.

"We blew through our four-week projection in 11 days," said a spokesman for KFC, the largest chicken chain in the U.S. with about 5,100 domestic units.

Though it's unclear, he said, exactly how successful the chain was in getting off the air at short notice, "we did redistribute some weight. We moved some of the media to allow us to stretch the demand and . . . to catch up."

The offer, launched Dec. 29, includes six honey barbecue wings for $1.99 and 20 for $6.99.

KFC declined to provide sales figures for the wings promotion.


Wallace Hebert, marketing director for 93-unit KFC franchisee JRN, said the wings are a hit.

"The current promotion is extremely successful," he said, noting that this is only the second time in KFC history he's aware of that the chain has had to pull back ads.

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