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Hello, communicators:

July 6 was National Fried Chicken Day, and while key players in the chicken sandwich wars offered discounts on three-piece meals, a new and unexpected player entered the arena.

In a move nobody expected, Airheads candy has introduced a chicken sandwich with a bun made with Airheads extreme sour belts. The sandwich made its debut as a taste test at Chicago’s Frances Deli & Brunchery during the lunch hour, and though Airheads also claims to have purchased a food truck, the candy brand has not yet announced any plans to continue offering it in the future.

So what’s the point of Airheads introducing this sandwich and inserting itself into a food category with no obvious crossover? The announcement of the sandwich acknowledges that it is a PR stunt:

https://www.youtube.com/watch?v=WzIfwUILI1U&t=44s