KFC hits the gas on marketing of $5 Fill-Up BoxesKFC hits the gas on marketing of $5 Fill-Up Boxes

Paul Frumkin

LOUISVILLE Ky. KFC, the latest chain to leap into the $5-menu-item fray, is taking to the highway to help promote its new KFC $5 Fill-Up Boxes.

On Wednesday, the Louisville, Ky.-based chicken chain transformed the Big Ten Mart on I-80 in Davenport, Iowa, into a KFC Filling Station where drivers received up to 15 gallons worth of gas and a KFC gift check for a $5 Fill-Up Box for $5.

All money collected at the filling station will go to the nonprofit AAA Foundation for Traffic Safety, the company said.

Consumers unable to make the trek to the Big Ten Mart can visit the brand's website, KFC.com, and register to win gas cards and KFC gift checks for $5 Fill-Up Boxes. KFC said the promotion is expected to run from July 2 to July 5 for a randomly determined time period between 10 a.m. and 2 p.m. EST. The first 200 people to register on the website each day during the promotion will win.

The new $5 Fill-up Boxes can include any combination of a two-piece meal -- breast and wing or drumstick and thigh -- three Original Recipe chicken strips, the Twister Wrap, five Hot Wings or five Dipped Wings with one side item and a medium drink. The company said that pricing and participation might vary.

The $5 tab is increasingly emerging as a promotional combat zone for players in the quick-service segment. KFC's sister concept Pizza Hut recently debuted a new menu with items priced from $5 to $6, while other chains like Boston Market, Subway and Quiznos are offering $5 menu items.

Owned by Yum! Brands Inc., KFC operates or franchises more than 15,000 outlets around the world.

Contact Paul Frumkin at [email protected]