KFC #PackMoreIntoLunch campaign sees designer Katie Eary produce fashion line in an hour

KFC’s latest advertising push for its new lunch menu Ricebox item sees the fast food brand partner with British designer, Katie Eary.

The collaborative project marks the second phase of KFC’s #PackMoreIntoLunch campaign which launched in March and challenges creatives to produce a piece of work within an hour in a bid promote the idea to the wider public.

For the new ad, Eary- who is renowned for her fashion work with celebrities such as Kanye West- created an entire catwalk range within an hour. Rather than spend four months creating a line as she usually would, the ad shows how the British designer came up with a capsule collection of 13 looks.

Discussing the similarities between the KFC challenge and her work, Eary said that her “designs are about pushing boundaries and that’s what KFC is encouraging with the Pack More Into Lunch challenge, so it was a natural partnership”.

KFC’s campaign challenges people to achieve something within their lunch hour.

Eary described the challenge of cutting, sewing and pressing garments to be ready in an hour as “one of my biggest challenges to-date”, while adding that “watching it come to life was a magical moment and just proves how much can be achieved once you put your mind to it.”

Alongside Eary’s London Fashion Week challenge, the creative campaign will also feature four bloggers who will design their own Ricebox sleeve in an hour with the different designs being used across three London stores: Coventry Street, Tottenham Court Road and Victoria Station.

The entire campaign will run across a number of social channels, each carrying out a different aim for the project. Facebook and Twitter will be used to drive high levels of reach and engagement while Instagram will build on the fashion and design work and Snapchat will use earlier parts of the #PackMoreIntoLunch campaign including clips of rappers Kano, Wretch 32 and Chip.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.