The Campaign

KFC has become synonymous with Christmas in Japan. While being such a big part of the Japanese Christmas tradition, there are many who have to work during the holiday and cannot spend time with their families and significant others as Christmas is not a national holiday in Japan. For them to also feel the Christmas spirits and relax after working on Christmas, we created a very special gift, Fried Chicken Bath Bombs, a chicken leg shaped bath bomb that, when thrown in water, looks like frying chicken and smells like the 11 secret ingredients of KFC Original Recipe, and gave our Christmas gifts to every Santa on the street including our very own KFC employees.

Creative Execution

We created a very special promotional gift collaborating with a toy company called Village Vanguard that stood apart conventional Christmas presents, a chicken leg shaped bath bomb that, when thrown in water, looks like frying chicken and smells like the 11 secret ingredients of KFC Original Recipe, to be given out as a surprise gift to those Santas working on the street and busy KFC employees to relax. On 12/24 and 12/25, we gave the surprise gifts to the Santas working on the street in Tokyo area as well as the KFC employees working in the shops. During the 3 days, 12/25 – 12/27, we solicited stories of “how terribly busy you were working on Christmas” from the users on Twitter and picked 100 people who tweeted their stories and sent them the Fried Chicken Bath Bombs.

Indication of how successful the outcome was in the market

*Increased the buzz during the Christmas holidays - PR exposure: domestic 300 media, overseas 509 media - PR Advertising Value Equivalency: approximately $2M USD - 436,921 of retweets on Twitter *The sales during the Christmas period, the 3 days (December 23rd till 25th in 2017), reached 6 billion yen ($55 million USD), the record-high sale. *We made many Santas who worked on Christmas holidays refreshed. - Total number of the entries for the bath bombs: 256,326 entries