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The National Gallery Company continues to expand reach in China

Collaboration with KFC in territory includes launch of limited edition family buckets with Impressionist-themed packaging designs.

The National Gallery Company and its master licensee Alfilo Brands are continuing to raise awareness and expand reach to new audiences in China.

A new promotional licensing collaboration has launched with KFC, including limited edition family buckets and ice creams with Impressionist-themed packaging designs.

The campaign – which kicked off in March – runs through until August.

Other activity has included Impressionists-themed dessert stores and promotional accessories.

There are more than 5,800 KFC restaurants in over 1,200 cities in China with a loyalty base of over 180 million members.

“We are continuing to expand significantly to new audiences in China,” commented Judith Mather, buying and merchandise director at National Gallery Company. “Through this collaboration we are able to raise awareness of how relevant and flexible images of our world famous paintings can be for youth and young adult markets, that also have such a wide reaching and dedicated loyal base.”

Carrie Gong, vp of marketing and strategy at Alfilo Brands, added: “As the National Gallery master licensee in Greater China, Alfilo is pleased to have formed the collaboration with KFC.

“We brought Impressionist masterpieces to the dining table; people can enjoy art visually while having their meals. Additionally, bringing art into people’s daily lives through their favourite restaurant has helped provide some comfort during the pandemic.”

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