MullenLowe Brings KFC 'Sauce Serve' Truck to Three U.S. Cities

Nothing screams summer like an ice cream truck roaming your local neighborhood. 

In light of the sun-filled season, KFC has launched a new campaign together with creative agency MullenLowe U.S. that introduces its new lineup of sauces in a fun and creative way.

With the "Sauce Serve Truck," the fast-food giant is taking part in a tri-city tour to debut its three new Saucy Nugget flavors, making rounds in the streets of New York, Michigan, and Austin. 

 

 

 

 

 

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Harping on the nostalgic appeal of ice cream trucks, the "Sauce Serve" initiative also introduces a new jingle that's sure to strike a chord among ice cream and sauce lovers alike. 

Additionally, the activations also include special KFC merchandise stalls, where fans can get the chance to snag exclusive t-shirts designed after the three flavors.

The Sauce Serve trucks officially hit the road:

• On August 17, it visited New York City as its first stop, from 3:00 to 8:30 pm.
• It's then slated to visit Austin, Texas on August 24. People will be able to taste the new sauces from 12:00 to 6:00 p.m.
• Lastly, the trucks will go to Ann Arbor, Michigan on September 7.

 

 

 

 

 

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The latest initiative from the brand seeks to promote the new Saucy Nuggets Lineup, which includes Korean BBQ, Chipotle Ranch, Honey Garlic, and Mango Habanero. 

It's a prime example of experiential marketing in action, offering its customers a unique and memorable way of experiencing the brand beyond their regular menu offerings. 

Beyond the Sauce

KFC's Sauce Serve Truck marks its second activation made together with MullenLowe in 2024. 

In February, the brand and the agency joined forces to introduce the "Chizza," which features two crispy fried chicken filets topped with marinara sauce, gooey mozzarella cheese, and crispy pepperoni.

 

 

 

 

 

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Alongside the new offering's launch, the fast-food chain transformed one restaurant in New York City into a unique "Chizzeria" pop-up, redefining the classic pizzeria experience by offering hot and fresh Chizza to customers.