LOUISVILLE, Ky. -- Kentucky Fried Chicken here has brought the bucket back to all its restaurants in the United States.
ew incarnation, the bucket will be used to package the company's recently introduced Tender Roast chicken pieces as well as fried chicken pieces, or a combination of both.
The reintroduction of the bucket is the central feature of a summer-long ad campaign, aimed at "reminding people of who we are," said Jeannie Litterst, KFC spokeswoman. She pointed out that recent research revealed that the KFC bucket was one of the top three most-recognized symbols in the United States.
"We also found in focus groups that our customers wanted the bucket back. It's easy to carry, and nice for picnics," Litterst said.
Television ads that launched the comeback June 24 suggested to consumers that they "Mix Your Chicken Choices," and showed roasted and fried pieces of chicken being placed in a bucket that features KFC's familiar red-and-white stripes along with updated graphics.
The company estimates it will sell nearly 30 million buckets of chicken over the next year. The projected effect on overall KFC sales was not available, Litterst said.
