All man, no buns

KFC has introduced its latest 'All Meat, All Man' minus-the-buns product, to the tune of RM2 million worth of advertising and promotions.Calling it the meatiest and most innovative burger ever, KFC wanted to create a meaty burger and found there was no room in it for a bun, so it created the Double Down, its first ever "bunless" burger.The latest Zinger Double Down burger is made of two pieces of meat that sandwiches another piece of meat, available for RM8.40 (a la carte).Marketing initiatives rolled out via print, radio, OOH media and digital, with viral videos to be seen online.KFC expects the limited-time offer to contribute to 10% of its total sales mix during the promotion period, which runs until November or until stocks last."It is targeted at male teens and young adults who lead active lifestyles these days and this is why its tagline is ‘All Meat, All Man. It's the macho guy's burger'," said Jamaludin Md Ali, managing director of KFC Holdings Malaysia.According to the company, the Double Down launched two years ago in the US, receiving more buzz than any other test market in KFC's history.Public and media interest in the product reached fever pitch even before the product was officially launched in the US.Once it hit the market, it quickly became an online sensation, with KFC Zinger Double Down fans blogging and posting videos and photos of themselves enjoying the product.From real-time Twitter reviews and YouTube videos of people eating the burger to Facebook fan pages and Flickr photo albums, social media was abuzz with posts and updates by Double Down fans.To date, it has rolled out in the US, Canada, Australia, New Zealand, Philippines, Singapore and recently Malaysia.