Colonel KFC gets dance partner for chicken and waffles | CMO Strategy

Colonel KFC has the time of his life.

KFC is promoting the Kentucky Fried Chicken & Waffles with a Sunday TV spot that cheats the famous dance scene from the end of "Dirty Dancing." The roles of Johnny (Patrick Swayze) and Baby (Jennifer Gray) are described by Colonel Sanders and Mrs. Butterworth from Mrs. Butterworth's syrup, now owned by Conagra Brands. The dance moves do not match the original, in part because a bottle of syrup does not have legs.

And unlike most recent KFC campaigns, Colonel Sanders is not described by a well-known celebrity. The actor Craig Fleming plays the lead role in this place, with a voiceover that states that the limited time-bound couple is "the most delightful union of all time". This campaign is KFC's latest work from Wieden & Kennedy Portland.

KFC claims to have used 15 varieties of different waffles before choosing Belgian waffles, which are made with leavened dough instead of batter and include pearl sugar imported from Belgium. Waffles are sweeter and doughier than American-style waffles, said US KFC chief Bob Das in a statement.

Kentucky Fried Chicken & Waffles is expected to be sold from November 12 to December 31, KFC announced. Meals including fried chicken or cooked dishes, waffles and a side of Mrs. Butterworth's syrup start at $ 5.49. There is also a $ 5.99 sandwich with two waffles instead of bread and a fried chicken breast fillet with hot honey.