Distinctive new packaging can be a sure-fire way to reinvigorate interest in a brand, but KFC’s new chicken bucket idea is meant to do good too.
A new campaign from Havas Costa Rica reconceived the fried chicken chain’s distinctive red and white containers as gorgeous, kin-fired clay vessels in an effort to provide aid for a sector of Costa Rica’s tourism industry that has been hit hard by the pandemic.
The “Annexation Bucket” idea pays homage to the Costa Rican province of Guanacaste, which was annexed to the country more than two centuries ago in July. Guanacaste is home to the Guaitil community, famous for keeping alive a form of pottery art, Chorotega, that dates back 5,000 years to the Pre-Columbian period. The cultural legacy, however, has come under threat since tourism is a major part of the territory’s income.
In searching for a way to help, KFC and Havas noticed the similarities between Chorotega art pieces and the brand’s famous bucket, which led to the creation of one-of-a-kind KFC buckets featuring the Chorotega technique.
The brand and agency tapped Guaitilian artists to create 45 unique KFC containers. The number matches that of all the KFC restaurants in the country, where the buckets will be showcased. They are also being auctioned off on KFC social channels from July 19 through 21 each day at 19:00 GMT/3:00 PM ET, with proceeds going to support the Guaitil community.