NEW YORK (CNN/Money) - The KFC Corp. is launching a $25 million marketing campaign for its latest culinary feat dubbed the Flavor Station, according to a published report.

The Flavor Station, aimed at countering competition from burger rivals such as McDonald's (Research) and Wendy's (Research), features four lunch items -- chicken wings with bones or boneless, popcorn chicken and chicken strips -- that are already dipped in one of three heated sauces chosen by the consumer, The New York Times reported.

The new launch is the costliest marketing campaign for the company, which is a subsidiary of Yum Brands (Research). KFC is aiming its new product towards the key demographic of men aged 18 to 34 who are looking to buy lunch that is portable and served quickly.

KFC launched a 99-cent chicken sandwich in March called the Snacker, which soared to more than 100 million sales, aiding the company in its recent turnaround. The Flavor Station's marketing expenses are higher than those of the Snacker and account for more than 10 percent of the company's yearly advertising expenditure.

KFC hired Interpublic Groups of Companies to create its television spot. Advertisements for the new product will run on the radio and on broadcast and cable television networks.