Sound in Marketing · 2026-06-16 · 7 min
Key moments - from our scoring
Substance score
29 / 100
Five dimensions, 20 points each
KFC's 2024 partnership with Hatch, a sleep-tech company, created a surprising ASMR marketing channel leveraging the acoustic similarity between sizzling fried chicken and rainfall. After noticing social media posts comparing these sounds, KFC developed a Kentucky Fried Chicken rain playlist on Hatch devices, offering discount codes to loyalty members. The campaign succeeded by tapping into natural sound cues that trigger the amygdala - the brain's like/dislike center - creating genuine emotional resonance and flavor associations without heavy production artificiality. Host Jeanna Isham, founder of Dreamr Productions, argues this represents savvy sonic branding but notes its limitations: not all listeners hear fried chicken versus generic rain, and sensory marketing inherently excludes those who reject engineered associations (she cites Abercrombie & Fitch's overpowering store fragrances as a cautionary example). Isham advocates for KFC to deepen this positioning through sustained campaigns that own the sizzle sound entirely, as Coca-Cola owns carbonated beverage sounds, rather than treating it as a one-off novelty. For B2B marketers, CMOs, and brand strategists, this episode reveals how affordable sonic strategies and sensory storytelling can compete with Fortune 500 budgets - if brands commit to consistent, purposeful sound investment.
KFC partnered with Hatch, a subscription-based sleep device company, to create a Kentucky Fried Chicken rain audio channel that leverages the acoustic similarity between sizzling chicken and rainfall, allowing listeners to fall asleep to fried chicken-inspired ASMR content accessed through Hatch devices with discount codes offered to KFC loyalty members.
Sizzling frequencies reach the amygdala - the brain's emotional decision center - triggering both recall and appetite response. By using natural sound cues rather than engineered audio, KFC created an accessible, genuine connection that prompted cravings while positioning Hatch's wellness benefits.
Not all listeners will make the connection between the sizzling sound and KFC specifically; some may only hear generic rain or fried chicken sounds without brand attribution, causing the campaign to fail for audiences with different sensory preferences or sensitivities.
She recommends a sustained, multi-phase campaign that makes the sizzle sound synonymous with KFC alone - not fried chicken generically - similar to how Coca-Cola invested decades and significant resources to own the sound of carbonated beverages across all touchpoints: can cracking, pouring, fizzing, and the customer's satisfied 'ahh.'
Strategic sound and sensory appeal are relatively inexpensive marketing tools compared to traditional advertising spend; success depends on identifying what makes your brand feel strongest emotionally and then helping others care through authentic sensory storytelling, not massive budgets.
Our reviewer’s read on each dimension, with quotes from the episode.
The episode covers a real and genuinely interesting 2024 marketing campaign (KFC x Hatch), but the runtime is dominated by puns, cheerleading, and thin commentary rather than actionable insight. The ASMR-amygdala point is dropped without development, and the Coca Cola section adds little beyond what sonic branding practitioners already know.
Hatch got to wing it with a larger audience while KFC drummed up cravings and found its inner peace a win win
Soothing frequencies have the ability to take a bullet train route to the amygdala. The I like I don't like part of your brain.
The KFC x Hatch campaign itself is a fresh, real-world example, but the analytical framework applied - ASMR triggers emotion, Coca Cola owns sonic branding, sensory marketing differentiates - is recycled territory in marketing circles with no counterintuitive or first-principles thinking layered on top.
Coca Cola owns the sound of carbonated beverages without owning the sound of carbonated beverages
Attributing a brand to a natural sound seems impossible, but it has been done before, and it's been done exceptionally well. Two words Coca Cola.
This is a solo host episode with no guests at all; the host presents as a consultant and educator in sonic branding but the episode does not demonstrate deep practitioner experience, scale of work, or insider access that would elevate the credibility of the commentary.
I'm your host, Jeanna Isham, owner and founder of Dreamr Productions and Sound in Marketing Learning. I create, consult and educate on the power of sound in marketing.
Because I can't help but put my creative thoughts into this. Here are my $0.75.
The episode anchors on a specific named real-world campaign with a few concrete details (2024 partnership, discount codes to loyalty customers, subscription device), but there are zero metrics, no campaign performance data, no listener numbers, and the Coca Cola section resorts to obvious hyperbole rather than evidence.
In 2024, KFC partnered with Sleep Aid Hatch, a restful tech company, to develop a Kentucky Fried Chicken rain content channel for their devices.
Discount codes for Hatch devices were given to KFC loyalty customers to help eliminate any obstacles to participation.
There is no interview, no guest, no follow-up questions, and no productive tension - the episode is a solo narration of a case study with light personal opinion appended. The host's own analysis goes unchallenged and lacks the sharpness that comes from dialogue or genuine disagreement.
Well done, Hatch and KFC, you succeeded.
And as one Hatch team member states and I quote, we wanted to have fun and to create a sense of surprise through an unexpected but somehow perfectly right partner.
Computed from the transcript - who did the talking, and the words that came up most.
Imagine falling asleep to the sound of frying chicken. KFC and sleep-tech company Hatch have partnered to create a “sleep better” playlist inspired by the 'finger lickin’ good' sizzle of cooking chicken…. or is that just rain? Thank you to Artlist for your wide variety of SFX and lovely background music. Read the original article here: Dreamr Productions is a full-service creative sound agency specializing in finding new and unique ways for brands to explore their sonic identity through design and sonic branding. From sound to music, Jeanna and team always “make sound on purpose”. - - For more on sound in marketing,
Transcribed and scored by The B2B Podcast Index.
Welcome to the Sound In Marketing Podcast. I'm your host, Jeanna Isham, owner and founder of Dreamr Productions and Sound in Marketing Learning. I create, consult and educate on the power of sound in marketing. In this season we’ll explore how sound influences taste.
The ultimate recipe for making sound on purpose. Get it right. Your food wins. Make bad sound choices and the next 100 reviews will not be to your taste.
When it comes to your food, ignoring sound and sound associations simply isn't an option. Sound does matter. And over the next dozen or so episodes, we'll chew on the possibilities. Let's dig in.
Imagine falling asleep to the sound of fried chicken cooking. Your eyes are heavy as you scroll through Hatch's playlists. You pause on sizzling chicken. Or is it raining?
Warning, this episode might induce a heavy craving for fried chicken. In 2024, KFC partnered with Sleep Aid Hatch, a restful tech company, to develop a Kentucky Fried Chicken rain content channel for their devices. After reading multiple social media posts about the similarities between the sound of fried chicken cooking and the sound of rain, KFC made a calculated decision to use ASMR to its advantage. The goal was to create a listening channel to fall asleep to by harnessing the sound of cooking chicken.
KFC teamed up with Hatch, a subscription based sleep sound device, to create a playlist of fried chicken inspired audio aids. Discount codes for Hatch devices were given to KFC loyalty customers to help eliminate any obstacles to participation. Why did this partnership work? As strange as the story may sound, KFC and Hatch created something truly awe inspiring by using natural sound cues; cooking and rain.
The companies demonstrated both of their strengths; Hatch for sleep and wellness through sound and KFC “finger lickin’ good” fried chicken. (CLIP) That’s finger lickin’ good. By using natural sound cues, KFC created a sizzling story that was both accessible and genuine to a larger audience. To create action in a commercial campaign is ultimately every marketer's dream.
Soothing frequencies have the ability to take a bullet train route to the amygdala. The I like I don't like part of your brain. Providing a nonstop trip to recall and reaction through ASMR is a smart idea. The partnership cleverly blended sound and flavor nudging listeners toward chicken cravings while giving KFC fans a reason to explore Hatch's devices.
Hatch got to wing it with a larger audience while KFC drummed up cravings and found its inner peace a win win. However, there are drawbacks. Not everyone is going to love this idea because people are not built standard. Everyone has different emotions and tastes that vary.
For some, this partnership would not resonate. For example, I can't stand strong engineered smells like perfumes and colognes. So when Abercrombie and Fitch came up with the idea to make their stores smelly, they lost me as a potential customer before I even walked in the door. Seriously, I would walk to the other side of the mall to avoid them.
The other potential downfall is that not everyone will make the connection between chicken frying and KFC. They may only think of fried chicken in general. Order up, or they may only hear rain. For some, KFC playlists will sound like nothing more than white noise.
Because I can't help but put my creative thoughts into this. Here are my $0.75. Hatch and KFC explored visual, auditory, and gustatory identity by focusing on a nontraditional product marketing experience.
In my opinion, this innovative marketing campaign calls for a second act, a follow up, and a follow through that solidifies that the sound of sizzling chicken is synonymous with KFC and KFC alone. Attributing a brand to a natural sound seems impossible, but it has been done before, and it's been done exceptionally well. Two words Coca Cola. (CLIP) “Always Coca Cola”.
Coca Cola has dedicated decades and who knows how many trillions of dollars to the sound of Coke. In reality, the sound of a soda is the sound of every soda. But Coke cares and invests deeply in its product sounds. Example.
The cracking open of the can. The pour. The fizz. the clinking of the ice The “ahh” from a satisfied customer.
Yes, sometimes Pepsi comes to mind, but ultimately Coke was their first. Coca Cola owns the sound of carbonated beverages without owning the sound of carbonated beverages. Coca Cola and KFC may have more marketing dollars than the average company, but strategic sound and sensory appeal are relatively inexpensive ways to compete with the fortune 500 marketers of the world. The trick is to care about how you feel.
Figure out what makes you feel the strongest, and help others care just as much. Through a sensory story. And as one Hatch team member states and I quote, we wanted to have fun and to create a sense of surprise through an unexpected but somehow perfectly right partner. Well done, Hatch and KFC, you succeeded.
KFC took a sizzling first step into Sonic branding. From there, the world is their biscuit. I hope you're enjoying the show. If sound on purpose sounds like something your brand or company needs, send me a message and let's strategize together.
Let's make this world of sound more intriguing, more unique, and more and more on brand.
Other episodes covering the same guests and topics, from across The B2B Podcast Index.
Leadership in 2026 With L. Michelle SmithLiving Corporate · on Amygdala67 / 100
How events are helping marketers cut through the noiseConversations with MarTech · on Sensory marketing62 / 100
#057 - I'm In - Creating World Class Onboarding within Hospitality"I'm In" · on KFC60 / 100
#93: Trauma awareness at work, what nobody talks aboutStepsero · on Amygdala59 / 100
Why Does Your Brain Treat a Hard Conversation Like a Physical Attack? | Neuroscience in Leadership| AI for ExecutivesAI Cafe Conversations · on Amygdala57 / 100
Ep#225 Neuroscience Proves These Leadership Habits Damage Your BrainLeadership Performance Under Pressure · on Amygdala55 / 100The Taco Bell Bong!41 / 100Chicken Rain [Teaser]20 / 100Season Nine [Coming Soon]24 / 100The Ruler and the Regent; The Audio Monarchy [ENCORE]75 / 100Radio Station Jingles: 80 Years of Earworms [ENCORE]66 / 100