11 Herbs & Spices Firelog

Never settle for a boring, fire-scented fire again.

Invented by Founder Colonel Harland Sanders, and perfected in 1940 after years of experimentation, KFC’s secret recipe blends the iconic 11 herbs & spices enjoyed around the world every day. But during the holidays, when turkey dominates the dinner table, keeping KFC top of mind is no easy feat.

To infiltrate homes and provoke cravings for our chicken, we channeled the Colonel’s inventive spirit and went straight for the hearth – creating the first chicken-scented firelog based on Harland’s 80-year-old recipe. The idea spread like, well… fire - earning coverage everywhere, from Jimmy Kimmel and CNBC to Buzzfeed and Cosmopolitan. The $18.99 logs sold out in 3 hours, later selling on eBay for as much as $250. In the end, KFC Firelogs generated 1180 broadcast segments, 1892 articles, 1.5 billion earned media impressions and $20 million in earned media.

Update: Based on the insane demand in 2018, KFC brought the Firelog back for the holidays in 2019, 2020 and 2021. They were sold exclusively through Walmart in store and online. This odd creation has continued to be a hit and generate news for KFC every holiday season.

Recognition: New York Times, Tonight Show with Jimmy Fallon, Jimmy Kimmel Live!, ESPN, Mashable, Buzzfeed, Complex, Daily Mail UK, Cosmopolitan, Delish, Business Insider, Food & Wine, People, Hypebeast, Marketwatch, USA Today, Thrillist, CNN, NY Post, Bustle, The Takeout, Travel & Leisure, Mental Floss, Pop Sugar, Maxim, Adweek and more. One Show Finalist.

All Content Copyright Jeremy Bernstein 2022