KFC Announces Store Hours Using Colonel Sander's Bolo Tie

KFC Canada just launched a new campaign that pays homage to Colonel Sander's iconic bolo tie.

Made with advertising agency Courage, the bespoke initiative invites KFC fans from all over the country to dine longer, now that they actually can as the fast-food giant extends its hours across 653 locations. 

The only problem is that not all of its stores close at the same time.

To address this, the brand and agency introduced the "Bolo Ti(m)e," a modular dial that turns Colonel Sander's bolo tie into a recognizable timepiece.

The latest creative execution lets customers know the store hours of each KFC location, so consumers can properly time their late-night fried chicken fix.

Courage Creative Director Gerardo Agbuya shared the team's experiences working on the campaign, leaning on the fact that KFC is a brand "full of famous iconography."

From there, they were able to create ownable symbols that no other brand could achieve. 

"The 'Bolo Ti(m)e' not only reinforces our commitment to informing customers of the different closing times but highlights their lasting legacy and rich visual heritage," Agbuya explained. 

Meanwhile, KFC Canada Brand Manager Jordan Sequiera shared his excitement over the campaign, now that the brand has extended its hours for the summer to ensure everyone has more time to satisfy their chicken cravings.

A Timeless Piece as a Brand Symbol

Good brand symbols are marked by their ability to survive the test of time, maintaining relevance even as design trends shift.

In the case of KFC, harping on a widely recognized brand symbol, such as Colonel Sander's bolo tie, is an effective strategy that keeps the brand at the top of consumers' minds, building recall while creating awareness for its branches' store hours. 

 

 

 

 

 

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A post shared by KFC Canada (@kfc_canada)

As part of the marketing push, KFC will also be placing out-of-home (OOH) billboards across Canada, where fans and passers-by can find the bolo tie displaying the exact time their local KFC branch closes. 

The "Bolo Ti(m)e" campaign will be pushed across socials, store displays, and digital. 

KFC and Courage also worked together to reintroduce the beloved Spicy Zinger to KFC fans nationwide, alongside several spots that tout its iconic flavor.

Courage isn't new to launching creative campaigns that shine the spotlight on specific aspects of a brand or product.

Recently, the agency created a heartwarming spot for Nescafé that focuses on the perfect temperature for a cup of coffee.

Editing by Katherine 'Makkie' Maclang