KFC declares chicken tender battle in first ad from Highdive

KFC is declaring that the chicken sandwich wars are over and that the chicken tender battle has just begun. In Highdive’s first work for KFC, the fast feeder is announcing that it is adding chicken tenders as a permanent menu item. The spot leans into the term “chicken sandwich wars,” showing a man on horseback rallying the KFC troops. It alludes to competitors Popeyes and Chick-fil-A through fallen soldiers. The KFC leader announces a new front in the wars, the start of the chicken tender battle. KFC teased the new campaign on social media. “The chicken sandwich wars began five years ago and we feel like that is old news,” said Anna Faktorovich, KFC’s VP of brand management, who said the chain seeks to modernize itself with a bold reset. “We want to start the chicken tender battle. And with our 11 herbs and spices we think our flavor is unmatched with or without sauce.” While 2019 was all about the chicken sandwich wars, the latest front seems to be chicken wings, nuggets and fingers. Plenty of chains already sell tenders, including Popeyes, Chick-fil-A, Wingstop, Raising Cane’s and Dave’s Hot Chicken. Popeyes added wings as a permanent menu item in December, getting the word out with the brand’s first Super Bowl spot. In January, Whataburger launched its boneless wings by leaning into the debate around whether boneless chicken wings are wings or simply nuggets. That same month, Applebee’s brought back unlimited boneless chicken wings. KFC rolled out sauced nuggets in March and Wendy’s responded with its own saucy nuggets a few months later. “The chicken sandwich wars were a huge part of culture,” said Chad Broude, co-founder and co-chief creative officer at Highdive. Fast food chains benefited “but they didn't really do anything creatively. It felt like a good time to bring back the competitive spirit.” The work is Highdive’s first for KFC since the chicken chain switched to an agency roster model for its U.S. creative business last month. KFC is looking to drive traffic and capitalize on consumers’ preference for bolder flavors, according to Faktorovich. KFC’s second-quarter same-store sales fell 6%, parent company Yum Brands previously reported. Popeyes’ comparable sales were up 0.5%, while Wingstop’s domestic same-store sales increased a whopping 28.7% in the same period. When asked about the battle tone of the ad with the ongoing wars in Gaza and Ukraine, Faktorovich said, “Our campaign is over-the-top and a satirical take on the ongoing battles in the food industry, from value to chicken to sauce. We are bringing some humor to the chicken wars and wanted to bring some levity to how seriously the QSR industry takes itself.” The campaign aired today during Sunday’s NFL slate. “Live sports are some of the largest eyeball opportunities and our focus is on reach,” said Faktorovich. The campaign will run on linear, connected TV, online video, social media, and in print ads in the New York Times and USA Today. Although KFC switched its agency model, MullenLowe, which has served as KFC’s U.S. creative agency of record since 2022, remains on the roster and is working on active projects. KFC has been working with various agencies in recent months, including Leo Burnett for the chain’s new saucy nuggets, and continued work from Nimbus, with ads starring University of Colorado football coach Deion Sanders and his family. Check out the latest Ad Age events and award programs

KFC declares chicken tender battle in first ad from Highdive

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