Do you have trouble sleeping or relaxing? You can fall asleep to almost any sound you choose, from people who comb their hair THE pressing THE distant battle. now, KFC is entering an unexpected space with its latest partnership, teaming up with the sleep-focused brand peep to create a “Kentucky Fried Chicken Rain“Content channel designed to help followers relax and fall asleep, Food & Wine reported.

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Available on Hatch devices through the Hatch Sleep app, this collaboration features soundscapes featuring “gentle rain sounds of fried chicken” meant to evoke the soothing drone of fried chicken sizzling in oil. The soundscape series includes various soothing audio experiences, all themed around the familiar sounds of fried chicken, but subtly mixed with rain and other ambient elements to make them sleep-friendly.

The partnership with Hatch allows KFC to connect with its customers in a new way, offering a product that matches the growing interest in sleep and wellness. Movement is part of one increasing trend of non-traditional brand collaborations to create memorable, unexpected customer experiences.

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The KFC-Hatch partnership speaks to the growing popularity of ASMR (Autonomic Sensory Meridian Response) and sleep-focused audio, a trend that has seen fast food brands branch out into less conventional marketing territory. It also highlights the growing interest among brands to engage consumers beyond dining, lifestyle use and WELFARE markets that have expanded in recent years.

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For Hatch, the partnership brings innovation and a new kind of audio to its existing library of sleep sounds, appealing to a wider audience. Meanwhile, KFC benefits by strengthening its brand presence in customers' daily routines, taking its brand experience from the dining table to the bedroom. Entering the wellness space, KFC shows that even a fried chicken brand can innovate and connect with fans in unexpected ways.

Read more: Food & Wine