By Tony Connelly, Sports Marketing Reporter

September 17, 2015 | 2 min read

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.


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