KFC Taps into 'High-Low' Dining Trend with Caviar and Champagne Partnership for NYE

KFC is positioning itself as the centrepiece of at-home New Year's Eve celebrations for 2026, launching a strategic marketing campaign that pairs its signature fried chicken with luxury staples.

Capitalising on the growing "high-low" culinary trend—where accessible comfort foods are served alongside premium items—the fast-food giant has announced a collaboration with The Caviar Co. and sparkling wine brand Luc Belaire. The initiative is anchored commercially by a Buy One Get One (BOGO) offer, designed to drive digital engagement and app usage during the holiday window.

Brian Berish, COO of Sovereign Brands (parent company of Luc Belaire), noted the sensory logic of the pairing:

"The luxurious complexity and effervescence of Luc Belaire sparkling wine, the crunchy deliciousness of KFC Fried Chicken and the pure decadence of caviar create an elevated experience that redefines what makes an occasion special."

To capture the "at-home hosting" market, KFC is deploying an aggressive value mechanic available exclusively to loyalty program members.

The Deal: BOGO 8-piece Fried Chicken Bucket (dark meat only).
Availability: Exclusive to KFC Rewards members via the KFC App and KFC.com.
Timing: Just in time for New Year's Eve 2026.

The High-Low Trend

The campaign responds to consumer data indicating a shift away from crowded public countdowns towards intimate home gatherings. KFC cites that millions of Americans now opt for takeout or delivery on 31 December.

To elevate the occasion, KFC is promoting a specific pairing menu:

The Base: KFC Fried Chicken.
The Indulgence: Cured roes from The Caviar Co.
The Toast: Premium sparkling wines from Luc Belaire.

Melissa Cash, KFC U.S. CMO, explained the consumer insight driving the campaign:

"We're seeing a real appetite for playful, high–low food moments. As fried chicken and caviar take over social feeds, our BOGO buckets give fans an easy, affordable way to try the trend at home. It's a fun reminder that great food doesn't have to be complicated to feel special."

The collaboration leverages the brand equity of its premium partners to reframe fried chicken as a celebratory option.

Petra Higby, CEO and Co-Founder of The Caviar Co., added: "We believe the best pairings are the ones that surprise you. We love collaborating on unexpected moments of delight... It proves that luxury can be fun, approachable, and shared with everyone."