More on the Double Down

KFC had a brilliant day yesterday, thanks to the hype over the infamous Double Down - the Herald reports:

Restaurant Brands bosses are gob-smacked by the extent of media coverage for its KFC Double Down, which helped sell more than 34,000 of the bunless chicken burgers yesterday.

But advertising consultants warn that long-term the hyped promotion of the 600 calorie "gut filler" is confusing alongside its marketing push for healthier options.

Restaurant Brands marketers said the KFC Double Down campaign launch was much more successful than expected.

Chief executive Russel Creedy has been surprised by the huge editorial coverage for the burger, with two pieces of fried chicken wrapped around bacon, cheese and sauce. The burger costs $7.90.

Hype on Monday night and yesterday included extensive coverage on Close Up, Campbell Live, and included an enthusiastic thumbs up from TVNZ journalists on Breakfast.

Newspapers, online and commercial radio also covered the product launch.

KFC got the kind of publicity leading up to yesterday that their marketing gurus could only have dreamed of. And the next paragraph of the Herald story puts the sales figures into perspective - read on:

Creedy said the hype, coming after coverage on social media, led to 16,000 Double Downs being sold by midday and 34,000 by 4pm.

Now given that KFC only opens at 10am, those are pretty impressive numbers. We're only speculating, but with the dinner rush not included in the above figures, we'd be surprised if less than 50,000 Double Downs walked out the door yesterday. Those who have shares in Restaurant Brands will be well pleased.

As for the Double Down itself; we're yet to indulge, but we will. We'd welcome any comments from those who have munched their way through one (or more) of these big boys. We reckon that it might be a lunchtime treat for the weekend, when an afternoon nap can follow on a satisfied full puku!