KFC Double Down

With two huge chunks of chicken in lieu of buns, KFC’s Double Down is an unapologetically over-the-top sandwich.

Since its disappearance from KFC’s menu nearly a decade ago, the Double Down has been a constant topic of conversation online - with some fans begging for its return and others questioning if its existence was a fever dream in the first place.

But whether you loved it or hated it, you couldn’t deny that the Double Down was uniquely itself.

To mark its return, we encouraged skeptics and fans alike to Double Down on the Double Down.

Knowing this was a much-discussed product, we teased the Double Down’s return on our organic platforms to encourage engagement and make fans feel like they played a hand in bringing it back. We further maintained excitement throughout the campaign window with posts tying the Double Down to topical moments like April Fools.

This lead to positive performance across organic assets with over 9M impressions. We pushed it further by interacting with social conversation on the Double Down resulting in an increase of daily owned social mentions by 153%.

When the Double Down was last available a decade earlier, “Bubble Butt” by Major Lazer was a popular song.

To reintroduce the sandwich, we created a remix of the song that worked twofold:

1. Create a nostalgic connection with audiences

2. Educate new viewers on the sandwich build in a way that matched the craziness of the sandwich itself