To showcase the product packaging of its new Boneless Filet Box meal, KFC announced sports-marketing endorsements with athletes who know the importance of having a good grip. Philadelphia Eagles wide receiver Jason Avant, professional golfer J.B. Holmes, and 2009 NCAA Champion and rising tennis star Devin Britton all teamed with KFC to test new branded athletic grips in each of their respective sports.
“Our new Boneless Filet Box meal features unique product packaging that makes it easy for KFC fans to ‘get a grip’ on a tasty boneless filet of the Colonel’s Original Recipe,” says Javier Benito, executive vice president of marketing and food innovation for KFC. “We’re always looking for outside-the-bucket campaigns that place KFC at the forefront of marketing trends, and with the new Boneless Filet Box meal we couldn’t resist reaching out to professional athletes to help deliver the message that consumers can ‘get a grip’ on a meatier way to eat chicken.”