The KFC food trayliner is used in each of the 4300 stores in the USA. While other restaurants' trayliners may be an afterthought, the KFC trayliner here is an extension of on-brand messaging to convey the KFC food story. The brief made it imperative that the trayliner continue to communicate the message that KFC food preparation is not easy, does not take shortcuts, and is in fact, done the Hard Way. Mirroring that idea, the trayliner is also done the Hard Way in that each of the games present are extremely difficult to complete. In addition, each individual game tells a different piece of the KFC food story, from using 100% US farm chickens, to being added hormone and steroid free.