KFC recruiting female undergrads for buns campaign

September 22, 2010 11:38:51 AM PDT
KFC is recruiting female undergraduates on college campuses to wear sweat pants that say 'Double Down' on the rear.

Women wearing the pants will be handing out gift certificates in effort to reach its target customer - which is young men.

The 'Double Down' is the new sandwich the chain is offering. They are hoping it will encourage students to try the bunless sandwich. It uses two pieces of fried chicken as the buns of the sandwich.

KFC's owner, Yum Brands, says the sandwich was its most successful sandwich debut ever.

It is unclear what the direct impact on its bottom line is though.