KFC Hits the Gas with F1 Movie Tie-In and $7 'Fill Ups'

KFC just dropped a pit-lane-style campaign that turns grabbing a chicken meal into a full-throttle summer moment.

The latest initiative marks the return of the fast-food giant’s $7 Fill Ups and a major partnership with "F1 The Movie," set to hit theaters nationwide on June 27.

“It’s a really big deal that we’re bringing back our Fill Ups," KFC U.S. President Catherine Tan-Gillespie said in a press release.

“It’s box meals meets box office in our Kentucky Fried Collab with F1 THE MOVIE, so you can turn hunger for chicken into a victory lap this summer.”

Each Fill Up includes a full meal and a medium drink, with four options available:

• One-Piece Fried Chicken (Original or Extra Crispy)
• Two-Piece Fried Chicken (drum and thigh)
• Three-Piece Tenders
• The Famous Bowl, plus two pie poppers for dessert

The offer is designed to give fans full meals at a value price, aimed at customers on the go or looking for a quick summer treat.

To up the ante, KFC will also be introducing a bold new drink. 

The "Mountain Dew Sweet Lightning Peaches & Cream Soda" taps into the viral “dirty soda” trend among Gen Z and Millennials

It gives you the option to customize your soda with a vanilla cream swirl.

This new offering will be available starting June 9.

KFC Capitalizes on the F1 Hype

In the 15-second spot titled "Box Box," the fried chicken giant leans heavily into F1 themes.

After a few high-speed scenes of drivers on the road, one car takes a quick break at the pit stop.

But instead of changing tires, a pit crew hands the driver a Fill Up meal.

"Box Box" is a tongue-in-cheek play on Formula 1 lingo, with “box” being race-speak for pit stops. 

With F1 The Movie set to debut in the U.S. on June 27, KFC’s campaign is hitting the gas early.

It's also inviting fans to download the KFC app for more updates and giveaways.

The partnership is meant to turn everyday fried chicken runs into part of a broader customer experience, especially for racing and movie buffs.

And the hype is real. Tommy Hilfiger recently unveiled its APXGP collection led by Damson Idris, who co-stars with Brad Pitt in the movie.

Our Take: Does the Partnership Drive Results?

Overall, the efforts position KFC as the ultimate pit stop for your fried chicken cravings.

In a sea of endless content, brand partnerships like this are key to standing out.

KFC’s play here is smart. By plugging into the hype around "F1 The Movie" and wrapping it around a budget-friendly deal, the brand sells both meals and special moments.

From my POV, this kind of campaign works because it turns a standard purchase into something timely and fun.

Will it drive results? Most probably. 

In other news, Dave & Buster's partnered with Hot Wheels to bring a whole new experience to its guests.