KFC’s pickle obsession knows no bounds. In the UK, KFC created the Pickle Puffer, a transparent jacket filled with real pickles and brine that made headlines around the world. In Australia, KFC launched Picklecore where everything is pickles.

Now KFC Netherlands is taking the obsession to the ultimate accessory – the handbag.

Creative agency, Truus has come up with the KFC Gherkin Bag, an unlikely and deliberately OTT It-bag filled with actual pickles and pickle juice from Amsterdam pickle maker, Kesbeke – and a humorous nod to That designer handbag.

The KFC Gherkin Bag takes an everyday ingredient and gives it the kind of attention usually reserved for the season’s most sought-after designer pieces. Part fashion statement, part pickle container, it is entirely committed to the pickle obsession. The equal parts fashion accessory and pickle container has already been spotted on the streets of Amsterdam in the hands of selected Dutch creators and fashion figures.

Tamara van Beelen, marketing director at KFC Netherlands, stated,“When we saw what our colleagues in the UK did with the Pickle Puffer, we knew the bar for pickle obsession had been set pretty high. But we weren’t going to let them have all the fun. So naturally, we made a handbag. It’s filled with real pickles, styled like a designer accessory and slightly ridiculous. That’s exactly why we love it.”

The Gherkin Bag is part of Pickle Obsessed, KFC Netherlands’ new campaign built around one simple idea – when it comes to pickles, there’s no such thing as halfway…and it includes limited edition Pickle Menu created with Amsterdam pickle maker, Kesbeke.

The obsession doesn’t stop at food or bag either. There’s also a Pickle Delivery Bike and a playful video series with the Kesbeke family, taking pickle obsession beyond the restaurant and into fashion, entertainment and the streets. The idea is deliberately excessive. Pickles have always divided opinion, and rather than trying to win everyone over, KFC Netherlands is going all-in on the people who love them.

Following its first appearances on the streets of Amsterdam, the Gherkin Bag will give pickle fans a chance to join the obsession. Through a creator-led giveaway, fans will be challenged to show just how far their love of pickles goes for a chance to get their hands on one.

Credits:

Client: KFC Netherlands
Marketing Director: Tamara van Beelen
Senior Brand & Communication Manager: Arne Kooke

Creative Agency: Truus
Creative: Fenna Hibma
Strategy: Jasper Kersten
Production: Noah Pattiapon, Rumbl Forge 

Photographer: Juriaan Schot
Hair & Make-up: Donna van Os Sánchez

The spread of KFC’s Pickle obsession: