- In perhaps the unlikeliest of partnerships, QSR chain KFC and sleep audio company Hatch are coming together to bring the sweet sounds of fried chicken to the bedroom.
- Apparently, the sound of chicken frying sounds suspiciously like the pitter-patter of rain falling and can have the same sleep-inducing effects. To investigate Hatch sent a team of sound recording experts to KFC’s headquarters in Louisville, KY, to capture the sound of KFC’s chicken tenders being fried.
- The new “Kentucky Fried Chicken Rain” ASMR content is now available as a custom sound on Hatch’s Restore 2 smart sleep devices with a Hatch+ premium content subscription, as well as the Hatch for Sleep and KFC YouTube channels and the Hatch for Sleep Spotify page.
“The taste and smell of our secret blend of 11 herbs and spices may be iconic, but who knew the sound of that delicious chicken frying could help you fall asleep?” said Catherine Tan-Gillespie, KFC’s U.S. CMO, in a statement. “Now, in addition to enjoying the taste of our new KFC Original Recipe Tenders, people can drift off to sleep thanks to the soothing sound of frying.”
Beyond the actual “Kentucky Fried Chicken Rain” sounds, the two brands have also developed humorous behind-the-scenes content documenting Hatch’s visit and recording session at the KFC test kitchen, which will be distributed across the brands’ social channels. They have also developed co-branded products, including a “Hatch x KFC” sleep shirt, which is available for purchase at KFC’s online store. Members of KFC’s loyal program will also be offered a discount on purchasing a Hatch Restore 2 device.
KFC recently introduced a new chicken tenders offering via a marketing campaign that depicted a medieval war among fast-food chicken purveyors. In the campaign, a Scottish-accented knight on horseback praises his troops for fighting valiantly in the “chicken sandwich wars” before launching the “chicken tender battlle.”
