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Press Release


February 15, 2021

Available beginning February 15 in all Kentucky Fried Chicken restaurants, and online with Colonel Sanders

Creativity of Isobar, plan Simple Agency

Milan, Feb. 15, 2021 - Awaited by all Kentucky Fried Chicken fans, who have appreciated it since its first launch in 2018 and who continue to ask for it even when it's off the menu, the Double Down returns today to the brand's restaurants across Italy. The sandwich has two fillets of delicious KFC Original Recipe fried chicken serving as “buns” and bacon, barbecue sauce and cheese on the inside. It is a recipe of genius and recklessness that amazes from the first bite, like the personality of Colonel Sanders, founder of KFC, and protagonist of the campaign that will be online until March 7 on digital channels, KFC Italia’s social networks and, for the first time, on Twitch.

"In this difficult year that we have all been experiencing due to the Covid emergency, we wanted to give a gift to KFC customers by relaunching the Double Down, the sandwich most awaited by our followers,” says Paolo Toffano, Head of Marketing & Communication for KFC Italy. “In the spot announcing the return of this iconic product, we continue the storytelling that centers on our founder and front man: a creative and communication plan that began a year and a half ago to share our products through facets of Colonel Sanders' histrionic personality. It is the genius and the recklessness of the protagonist to suggest the recipe for such a unique sandwich, where the bread is replaced by two fried chicken fillets prepared according to the Colonel's Original Recipe. This is a product that has had great success in its two previous releases and that we promote on digital channels, on our social channels and also on Twitch, the new livestreaming platform already widely used by young people and which is also establishing itself as an effective means of communication for the brand.” 

Three colonels in KFC all for the ingenious breadless sandwich 

In the video of the new Double Down campaign, Colonel Sanders, perfectly immersed in current reality, connects in a video call, or rather in a KFCall, with his alter egos, Genius and Recklessness in search of inspiration for a new sandwich. But the suggestions that the Colonel receives only lead to the composition of the Double Down, a confirmation that the Colonel had already created the most original sandwich in circulation. A truly unique and irresistible sandwich, found only at KFC. 

Creative is developed by Isobar, global digital agency of Dentsu, and the ad is edited by Simple Agency, also part of the group. 

The Double Down will be available in restaurants and through delivery channels, both as a single product and in a Box Meal that comes together with potato chips, a soft drink, corn on the cob and pata puff, delicious mashed potato pancakes. 

Planning on digital, programmatic and Twitch

The new Double Down campaign will be on air from February 15th to March 7th on KFC Italia's Facebook, Instagram and YouTube channels, in Programmatic Advertising, and on Twitch, Amazon's main video and game streaming platform. 

KFC Campagna Double Down 2021 Key Visual


Creative Agency: Isobar, dentsu
Executive creative direction: Lavinia Garulli
Art director: Nicola Basile
Junior Art director: Mauro Vitali
Copywriter: Carmen Balestrieri and Francesca Iaci
Account director: Ilaria Perrone
Social strategy: Matteo Bordoni
Production company: Utopia
Director: Giada Bossi
Media planning: Simple Agency, dentsu

KFC, a company of the Yum! Brands Inc, boasts a history full of success and innovation. It all began over 75 years ago thanks to Colonel Harland Sanders, founder of the brand. It was he who invented the Original Recipe, the recipe that contains an inimitable secret mix of herbs and spices, still prepared today and typical of the brand. Every day in over 24,000 restaurants in more than 145 countries, KFC cooks prepare chicken on the spot, working it by hand and carefully following all the steps, from breading to cooking, to obtain a fragrant and irresistible product.

Yum! Brands Inc. also includes the Pizza Hut, Taco Bell and The Habit Burger Grill brands. With more than 50,000 restaurants in over 150 countries, Yum! Brands is one of the largest catering companies in the world.

KFC arrived in Italy in 2014 and today has 47 restaurants in 13 regions. www.kfc.it

Luisa Cavagnera - luisa.cavagnera@kosmios.it - ​​3497665890
Alice Albenga - alice.albenga@kosmios.it - ​​3395384486

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© 2023 Yum! Ltd. All rights reserved. The KFC name, logos and similar signs are registered trademarks of Yum! Ltd.