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HAMMER WILL PAY AN UNSCHEDULED VISIT TO LAKE EDNA NEXT WEEK IN COMMERCIAL FOR KFC'S HONEY BBQ CHICKEN

 HAMMER WILL PAY AN UNSCHEDULED VISIT TO LAKE EDNA
 NEXT WEEK IN COMMERCIAL FOR KFC'S HONEY BBQ CHICKEN
 LOUISVILLE, Ky., April 23 /PRNewswire/ -- The normally quiet town of Lake Edna will get a surprise visit by an extraordinary performer next week, when KFC debuts its first television commercial featuring superstar Hammer on April 27.
 The commercial, to support next week's national launch of KFC Honey BBQ Chicken, features music and vocals from Hammer's new single "This is the Way We Roll," which was released last week.
 The commercial opens with the breakdown of Hammer's tour bus in Lake Edna, a simple, quiet community, unaccustomed to the presence of a star. While Hammer and his background singers "The Imperials" appear unfamiliar with Lake Edna, Hammer is no stranger to the town's kids. The first boy to spot Hammer rushes to tell his friends, who emerge in great numbers bearing gifts of KFC. A street party ensues, with Hammer, the Imperials and Flygirls and kids of all ages dancing and eating Honey BBQ Chicken.
 Meanwhile, several older Lake Edna residents watch Hammer and the developing scene curiously from a nearby bench. "Isn't that..." says one. "Sure looks like it," says another. Finally the third declares authoritatively, "That's that new Honey BBQ Chicken from KFC!"
 Lake Edna, the fictional setting of recent KFC commercials, has drawn an unusual reaction from American consumers. "America warms up to Lake Edna," said Colin Moore, KFC's senior VP of marketing. "We've gotten hundreds of calls and letters from people asking where it is and how they can visit. There's tremendous appeal in a town where warmth and traditional values seem right at home. After all, that's where a lot of us grew up."
 The commercial was created by Young and Rubicam of New York and directed by Ernest Dickerson. It is the first commercial directed by Dickerson, who directed the movie "Juice" and served as director of photography on films directed by Spike Lee.
 KFC's Honey BBQ Chicken is tender pieces of on-the-bone fried chicken dipped in a rich honey barbecue sauce. It will be offered in 5,000 KFC restaurants. Most will offer Honey BBQ chicken initially at $1.99 for two pieces and a biscuit and $5.99 for eight pieces (chicken only).
 The new Honey BBQ Chicken commercial is part of a major sponsorship agreement between Hammer and KFC, whose products have been a staple on his tour menu. When the agreement was announced April 2, Hammer said: "Everywhere we went on our recent world tour, we ate at KFC. If you know anything about Hammer, you know I'm a chicken man. And now we're doing a deal so I get to promote what I eat."
 Under the agreement KFC is sponsor of Hammer's current 115-city U.S. tour and Hammer will appear in KFC commercials. It also calls for KFC to supply Hammer and his tour crew with over 100,000 pieces of chicken.
 -0- 4/23/92
 /CONTACT: Richard M. Detwiler, Director of Public Affairs, Kentucky Fried Chicken, 502-456-8482/ CO: Kentucky Fried Chicken ST: Kentucky IN: LEI ENT SU:


CM -- CH008 -- 1757 04/23/92 10:25 EDT
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Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:Apr 23, 1992
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