KFC Just Launched a Bucket Hat That, If You Want, Still Doubles as a Chicken Bucket

W+K Amsterdam partnered with a Russian streetwear brand

Wear it. Eat from it. Live the full branded experience of the KFC bucket hat. Photo: Arthur Couvat for KFC Russia
Headshot of David Griner

Have you ever looked at an empty, grease-saturated bucket of KFC fried chicken and thought, “Damn I wish I could wear that”? Dream no more, you sartorial visionary and/or Buckethead superfan, because KFC has finally pulled the trigger on an official bucket hat—albeit only in Russia, for now.

Created by agency Wieden + Kennedy Amsterdam for KFC Russia, the bucket hat was designed in partnership with St. Petersburg-based streetwear brand Mam Cupy. They’re currently selling for 1,800 rubles, which is about $30 U.S.

Photo: Arthur Couvat for KFC Russia

The product launch comes as KFC Russia has been rebranding to look and feel more in line with how it’s marketed in other major markets. The brand began working with W+K Amsterdam last year (W+K Portland has long handled KFC’s marketing in its home country of the U.S.) and has begun embracing founder-mascot Colonel Sanders for the first time, most notably having him sing a hypnotic track called “Chicken Is Crunch, Chicken Is Taste.”

“The brand follows the aspirations for creativity and innovation set by the founder, Colonel Sanders, and this time it brings to life our iconic chicken bucket in a fascinating and experimental way,” says KFC Russia marketing director Daniel Rubinovski in a statement about the launch. “We hope this will excite KFC fans, and who knows what will serve as inspiration for future partnerships?”

Photo: Arthur Couvat for KFC Russia
Photo: Arthur Couvat for KFC Russia

Client: KFC Russia
Dmitriy Shirshov, Chief Marketing Officer, KFC Russia
Daniel Rubinovski, Marketing Director, KFC Russia
Tatyana Proshunina, Creative Head, KFC Russia
Evgeniya Markova, Product Manager, KFC Russia
Anna Roganova, Digital Activations Manager

Agency: Wieden + Kennedy Amsterdam
Executive Creative Director: Eric Quennoy, Mark Bernath
Creative Directors: Cal Al-Jorani, Thierry Albert
Art Director: Mariano Garcia Cruz
Copywriter: Dasha Ovechkina
Head of Broadcast Production: Joe Togneri
Broadcast Producer: Magda Czyz
Print Producer: Stacey Prudden
Producer: Pavel Ananich
Director/Photographer: Arthur Couvat
Group Account Director: David Newsome
Account Director: Aimée Betancourt
Account Manager: Mariia Shatikhina
Head of Planning: Martin Weigel
Strategic Director: Thom Dinsdale
Head of Comms and Digital Strategy: Danielle Pak
Comms Planning Director: Wes Young
Project Manager: Katie Finn
Business Affairs: Fiona Fan

@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."