KFC, Hatch Collab for Tasty Somnambulation

Because hard rain sounds eerily similar to fried chicken

Fried foods usually keeps us up at night, but KFC’s collab with wellness outfit Hatch does the opposite.

After seeing a bevy of TikTok posts that likened the sound of falling rain to frying chicken, KFC and Hatch teamed up to create “Kentucky Fried Chicken Rain.” The sound is inspired by KFC original recipe tenders, which launched Oct. 14, hitting hot oil. We can’t unhear the similarities and won’t look at the next rain storm the same way again.

Owners of a Hatch Restore 2 device can sleep soundly to 20 minutes of fried chicken rain. ASMR fans can listen on Spotify and YouTube.

“Our social team is extremely online and when they started seeing this ‘rumor’ bubble up, we knew we had to weigh in,” Eric Pallotta, CMO of Hatch, tells Muse. “And when we thought of “fried chicken,” who else would come to mind but the Colonel? To our delight, they were up for the challenge and invited us to the test kitchen to play, and it’s been a fun journey to bring this to life with them from (chicken) scratch.” 

The film below details the unofficial/official research that went into campaign development. A Hatch rep visited the KFC Innovation kitchen to learn more. It’s part meet-cute, part serious data recording. The pair don headphones, scarf chicken and dig the sound recording.

In the end, everyone’s sleepy. We’re sure loading up on white meat had nothing to do with that.

Look for behind-the-scenes vids throughout social media.

“Sleeping and eating are two of my favorite things, so this really was the dream collaboration and project,” says Pallotta.

KFC Rewards loyalty members can receive a discount off the purchase of a Hatch Restore 2.

And there’s a merch store offering a KFC x Hatch nightshirt that says “Fall Asleep to Fried Chicken.” Now, we all can.