The Colonel’s Club is KFC’s mobile based loyalty program in the UK.

We were briefed to surprise and delight our existing Colonel’s Club members and recruit more into the loyalty programme; we did this by tapping into a relevant cultural moment.

We turned a mass produced paper object into a collectible fine bone china bucket, that captured the world's imagination. It reflected the marriage of Meghan (a modern American favourite) with Harry (British tradition) perfectly.

Handmade by expert craftsmen in the ceramics capital of the world Stoke-On-Trent, and finished with a 22 Carat burnished gold rim. Each bucket featured a unique crest inspired by commemorative china designs and was stamped with KFC’s own unique ‘Kentucky Fine China’ hallmark of authenticity.

A limited run of 25 were available to win via a competition. In order to win you had to join the Colonel’s Club and answer a simple Royal Wedding question.

The KFC bucket is symbolic of bringing people together. In the UK it’s traditional for commemorative china to flood the market to celebrate a Royal Wedding.

To celebrate this joyous occasion, we tapped into the wedding hysteria, and the trend of creating commemorative chinaware for Royal celebrations, by reimagining the iconic KFC bucket in Fine English Bone China.

We were briefed to reward our existing Colonel’s Club members and recruit more people into the loyalty programme; by tapping into relevant cultural moments.

Reinforcing the iconic status of the KFC Bucket and generating fame for the brand.

Harry and Meghan’s marriage was a very modern union – An American favourite getting hitched to England’s finest.

We surprised and delighted our existing loyal fans, and welcomed thousands of new members to the Colonel's club.

In the run up to the wedding we launched our campaign 10 days before the big day with targeted emails to our loyal members followed up by press releases to all the major UK titles resulting in it getting picked up across the globe including Seth Meyers giving it a shout out on his Late Night Show in the US.

"What the Cluck? KFC launch Fine Bone China Buckets!!!" – The Sun

‘Who knew a bucket of chicken could be so fancy?’ – Mashable

‘We bet they’ll go for an absolute fortune on EBay’ – The Mirror

‘KFC steps up to the memorabilia plate, and randomly knocks it out of the park’ – Packaging Worldwide

102,911 entries in just 5 days

77,000 entries on the first day, an entry every second.

24,311 new Colonel’s Club members,

App download daily average is c.1300-1400 - 45% uplift daily downloads during campaign

Email average open rate of 21%

Over 345 PR mentions around the world from the likes of The Sun, The Daily Mirror, Mail Online, High Snobiety, Fox News and Mashable as well as being broadcast on the Seth Myers Late Show