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

We were tasked to drive new app downloads, as well as continue to surprise and delight our members.

The Royal Wedding promised to be the biggest media moment of 2018. In the UK, it’s traditional for commemorative chinaware and memorabilia to flood the market to mark the occasion.

We decided to create a very special, limited edition twist on the famous KFC bucket, with a run of 25 English bone china KFC Buckets for our fans to celebrate Harry and Meghan’s marriage with.

Each bucket was shaped, fired and patterned by hand, in the same workshop, by an expert craftsman, in the ceramics capital of the world Stoke-On-Trent. Crafted out of fine English Bone China and finished with a 22 Carat burnished gold rim.

The perfect marriage of the finest English china and the fine flavour of the American South, 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.

We gave our Colonel’s Club members the chance to win a Royal Bucket via an email competition, all they had to do was answer a simple question to get their hands on their own ‘Royal Bucket’.

We received 102,911 entries to win one of the 25 buckets in just 5 days, and over 77,000 entries on the first day, that’s an entry every second. We signed up 24,000 new Colonel’s Club members and attracted a wealth of PR coverage from the likes of The Sun, The Daily Mirror, Mashable and World Packaging Design, whose headline read: ‘KFC steps up to the memorabilia plate, and randomly knocks it out of the park’.

KFC - Kentucky Fine China

CREDITS

Rich Edwards

Mailie Lee

Nell Forbes-Robertson

Guy Cain

Adam Brocklebank

Grant Hunter

Darren Mael

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