KFC & IKEA Commit to Quality Sleep for Better Global Health

We dedicate approximately one third of our life to sleeping - or trying to sleep. The quality of sleep we have has a huge impact on our daily health and wellbeing. Yet, accessing quality sleep is increasingly challenging, which is profoundly impacting global economies and individual health.

The US alone faces the highest annual economic loss globally due to inadequate sleep, totalling up to US$411bn each year. Worldwide, a striking 62% of adults have shared their struggles with achieving satisfactory sleep, citing financial and occupational stresses as primary disruptors. As a result, the global sleep industry is worth US$585bn, from pillowcases to bedtime meditations and sleep masks. A surprising new ally in the quest for a better night's sleep has emerged, in the form of KFC.

Introducing the KFC and Hatch collaboration

If you haven't encountered the Autonomous Sensory Meridian Response (ASMR) phenomenon, you're missing out. ASMR describes the calming, pleasurable feeling often triggered by specific auditory or visual stimuli. KFC has teamed up with Hatch to seize this concept, after discovering that the sound of their chicken frying bore a strong resemblance to the soothing sounds of rain.

The auditory content developed by Hatch aims to capitalise on this unique sound, blending it into their array of sleep-inducing tracks available to subscribers of their premium service on Restore 2 smart sleep devices. 

“We’re excited to announce the brand collab no one knew they needed: KFC x Hatch! We heard an internet rumour that the sound of falling rain is actually the sound of frying chicken, so we decided to investigate. Happy to be making weird, fun things that hopefully help people find the rest they need,” said Rinee Shah, Executive Creative Director at Hatch. 

“The taste and smell of our secret blend of 11 herbs and spices may be iconic, but who knew the sound of that delicious chicken frying could help you fall asleep,” asked Catherine Tan-Gillespie, KFC's U.S. Chief Marketing and Development Officer. “Now, in addition to enjoying the taste of our new KFC Original Recipe Tenders, people can drift off to sleep thanks to the soothing sound of frying, with the ‘Kentucky  Fried Chicken Rain’ content channel on Hatch+."

“At Hatch, we take pride in producing the most effective audio for sleep. When we kept seeing social media posts about the similarity between frying chicken and rain, we decided to make the absolute best version of that audio,” added Eric Pallotta, the CMO at Hatch, said. “Who better than the OG fried chicken experts themselves, KFC, to do it with."

IKEA leads the way in sleep innovation with Guinness World Record

One of the biggest companies investing in high quality consumer sleep, is Scandinavian retail company Ikea. 

To kick off a year focused on sleep improvement, IKEA set a Guinness World Record for the largest gathering of people wearing two-piece pyjamas, involving over 2,000 employees. 

IKEA actively supports consumer sleep through various initiatives aimed at enhancing the sleep experience. Its self-service kiosks help customers find the perfect sleep solutions by guiding them through a series of questions about their sleeping habits, body shape and weight, helping shoppers identify suitable mattresses and bedding combinations.

The company also provides tips and resources for creating optimal sleep environments, including advice on temperature control, light management and sound reduction.

In Thailand, Ikano Retail owns and operates an omnichannel business with four IKEA Stores and one shopping centre, Megabangna, East Bangkok. It closed its financial year on 31st August with a total turnover of €286m (US$308m), up 3.9% from last year. 

“Worldwide, retail had a tough year and so did we,” said Christian Roejkjaer, Ikano Retail CEO. “But coming together to turn a challenge into an advantage is the very essence of our Ikano and IKEA company culture. We’re passing on savings where we can because we know how tough it can be for households with thinner wallets.”

This suggests that the people of Thailand are getting a good night’s sleep. Now, for the rest of the world. Who wants ASMR chicken? 

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