KFC and sleep wellness company Hatch have teamed up, combining classic fried chicken and sleep audio to create a new sound that will lull listeners to sleep.
Dubbed "KFC Fried Chicken Rain," the unique new audio hones in on the sound of chickens in the fryer, which, according to the internet, sounds exactly like falling rain.
The specially recorded sound will be available on a content channel exclusive to Hatch+ premium content subscribers, accessible via Hatch's Restore 2 smart sleep devices.
Fans without a device can find the sound on each of the two brands' respective YouTube channels or on Hatch's Spotify account.
Initially announced on social media, the campaign was inspired by Hatch's recent visit to the KFC headquarters in Louisville, Kentucky.
At the meeting, teams from KFC and Hatch worked together to record the relaxing sounds that KFC's new Original Recipe Tenders made in the deep fryer.
In a press release, Hatch CMO Eric Pallota underscored the company's dedication to crafting the most effective sounds for sleep, citing the viral social media posts that helped inspire the new effort.
"And who better than the OG fried chicken experts themselves, KFC, to do it with! We're so excited to see our customers' reactions to this fun, quirky content and can help them fall asleep to fried chicken right before bed without ever taking a bite," he added.
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Catherine Tan-Gillespie, Chief Marketing and Development Officer at KFC U.S. also noted how the campaign focuses on the sound of KFC chicken instead of its taste and smell:
"The taste and smell of our secret blend of 11 herbs and spices may be iconic, but who knew the sound of that delicious chicken frying could help you fall asleep?"
The campaign also involves new content, including hilarious behind-the-scenes footage and co-branded products, such as a Hatch x KFC Sleep Shirt.
KFC Rewards loyalty members can also avail of a special discount when purchasing a Hatch Restore 2 device.
The unexpected nature of the new campaign smartly capitalizes on a trending topic making the rounds on the internet.
By thoughtfully choosing who to collaborate with, brands can leverage the increased buzz that frequently surrounds brand partnerships to create great content that will maximize reach and results.
What's Cooking?
In a two-and-a-half-minute video titled "Your sleep just got crunchier," Meg from Hatch and KFC Food Innovation Guy Seth get to the bottom of the internet rumor that "the soothing sound of falling rain is actually the sound of frying chicken."
Throughout the spot, Meg awkwardly asks Seth silly questions about chicken as he cooks up a batch to great comedic effect.
As Seth dunks the battered chicken into the fryer, Meg captures high-quality sound recordings with a professional recording mic.
The spot ends as the two eat some delicious KFC chicken while listening to the soothing sound of it being fried.
Curious fans can check out the sound online, preferably as they lie in bed at night.
Earlier this month, KFC debuted its new chicken tenders in a hilarious new campaign made with ad agency Highdive.
