02/09/2026
Chicken wine: finger licking good.
We love an unexpected collaboration. It stops you in your tracks and disrupts the ordinary, helping both brands that dare to step out of their comfort zone.
The latest is the story of a London bank holiday pop up: KFC's collaboration with La Vieille Ferme.
Two genius strands of PR running simultaneously.
First, is knowing where you sit within your audience. La Vieille Ferme know the English aren't even trying to pronounce the name, instead dubbing the rosé 'chicken wine' after the little fella on the label.
They've embraced it and they've run with it, even temporarily adopting the name on the bottle for a PR stunt a few years ago.
Imagine if they hadn't.
They probably wouldn't have joined this sold-out collab, the second strand to this genius PR strategy.
They probably wouldn't have been one of the most talked about, viral wines in the country.
And they probably wouldn't be one of the biggest selling rosé' in the UK with sales increasing 51% sales year-on-year (at it's peak a bottle was being sold every 5 seconds!)
PR lessons: Understand what your audience thinks of you, not just want your brand guidelines say. Sometime you have to give the people what they want - but not what they expect.
I'm off to get my Chicken Wine hat from Etsy.
Can't get enough of odd collabs? We have more for you: https://bclear.co.uk/odd-collabs-and-brand-partnerships-that-worked/
