For Those Who Rise and Cannot Shine

The ask: To introduce a new breakfast item, the KFC Original Recipe Riser Burger. The problem: KFC is known for golden, crispy, chicken indulgence, but it may not be the most appealing breakfast option to have in the morning... well, not until it hits brunchtime! Ergo, the Riser burger is perfect for the late-riser who wakes up between breakfast and lunch, and needs a pick-me-up for the day ahead.

Rise and shine on your own time: From the grumpy night owls to the birdbrains scrambling to function in the morning, the social campaign appealed to the different types of late-risers. With the KFC Freedomland spirit in mind, we reminded them that it is ok to embrace their morning "lateness" with the Riser burger.

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