Have you ever walked past a KFC and caught a whiff of their famous fried chicken? The aroma is so tantalizing, it’s enough to make your mouth water. But what if we told you that KFC has taken the power of their signature scent to a whole new level? That’s right, they’ve created a gravy-scented candle, and it’s all part of their marketing strategy. In this blog, we’re going to take a deep dive into the sweet (and savory) smell of success, and explore how KFC has used olfactory branding to make their mark in the fast food industry. So, grab a bucket of chicken and get ready to learn about the power of scent!
Fast food chains have always been in the business of creating a unique and memorable experience for their customers. From catchy jingles to iconic logos, these brands have worked hard to make their mark in the industry. But what about the sense of smell? Can a particular scent be associated with a fast food brand? KFC certainly thinks so. In 2019, the fried chicken giant released a limited edition gravy-scented candle that sold out in just a few hours. So, what’s the deal with KFC’s gravy candle, and how has olfactory branding become a powerful tool for marketers? Let’s find out.
First, let’s talk about what olfactory branding actually is. Put simply, it’s the use of scent as a marketing tool. Companies can create a signature scent that is associated with their brand, in the same way that a logo or slogan might be. When a customer smells that particular scent, they will instantly think of the brand. This can be a powerful tool for marketers, as scent is strongly tied to memory and emotion.
KFC is no stranger to creative marketing campaigns. In fact, they’ve made headlines in the past for their unique approaches to advertising. Remember when they released a fried chicken-scented sunscreen? Or when they launched a virtual reality game featuring their founder, Colonel Sanders? These campaigns were all about creating buzz around the brand and getting people talking. And the gravy candle was no different.
The gravy candle was part of KFC’s “Finger Lickin’ Good” campaign, which aimed to remind people of the deliciousness of their signature gravy. The candle was designed to “fill your home with the incredible aroma of KFC gravy” and was sold for a limited time on the brand’s UK website. It was an instant hit, with fans clamoring to get their hands on one.
So, why did the gravy candle work so well? For one, it tapped into the emotional connection that people have with food. The smell of gravy is comforting and nostalgic for many people, and KFC was able to capitalize on that. But it was also a clever way for the brand to create buzz around their gravy, which is often overshadowed by their more famous fried chicken. By creating a limited edition item that people could talk about and share on social media, KFC was able to remind people of their delicious gravy and get them excited about it.
But KFC isn’t the only fast food chain to use olfactory branding. In fact, many chains have signature scents that are associated with their brand. Subway, for example, pumps the scent of fresh-baked bread into their stores to entice customers. McDonald’s has a signature scent that is used in their cleaning products and is designed to create a clean and welcoming atmosphere. Even non-food brands like Abercrombie & Fitch have used scent as a way to create a memorable shopping experience.
So, what can we learn from KFC’s gravy candle and the power of olfactory branding? For one, it’s clear that scent can be a powerful tool for marketers. By creating a signature scent that is associated with your brand, you can tap into people’s emotions and memories in a way that other marketing tools can’t. It’s also a way to create a unique and memorable experience for customers. When they walk into a store or use a product that smells like your brand, they’ll instantly be transported back to that experience. But it’s important to use olfactory branding wisely. You don’t want to overwhelm customers with a scent that is too strong or off-putting. And it’s important to make sure that the scent actually makes sense for your brand. KFC’s gravy candle worked because it was a natural fit for the brand’s identity and reminded people of a beloved menu item.
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