KFC
From bushfires and floods, to COVID-19 and lockdown, Australians (much like the rest of the world) have been through the wringer. As a brand all about escapism and uninhibited freedom, KFC wanted to champion the idea of free-spiritedness in the face of adversity.
So we created a through-the-line brand campaign that articulated that we can get through it with a little positivity, ingenuity, and fried chicken. All you have to do is look on the fried side of life.
Role: Art Director
🏆
Voted Australia's Favourite TV Ad
The Research Agency's 'Favourite Ads Survey'
2024
🏆
KFC Long Term Brand Story
Awarded “Gold” in Sustained Success (Asia Pacific)
Awarded “Silver” in Long Term Effects (Australian)
Awarded “Bronze” in Brand Story (Australian)
Effie Awards 2021
Our campaign kicked off with three TVCs, all celebrating moments of ingenuity, and established a new one-shot reveal approach to differentiate it from KFC’s existing brand platforms.
Each spot played into the limitations Aussies would experience throughout the year, such as travel restrictions, rain delays at the cricket, and cancelled festivals.
For our headline-driven OOHs, we worked with photographer Jon Bader to establish new editorial-style visual that championed the real, unapologetic, and visceral mess that comes with KFC.
Along with our standard relatable headlines, we developed timely OOH featuring contextual messaging based on location, so Aussies would see the creative when near an airport…
driving through an underpass…
or even when close to a KFC restaurant.
With over 230 placements all over Australia, our OOH reached 90.4% of Australians over the age of 18 (a whopping 12.46 million people), making it KFC’s highest-reaching outdoor campaign EVER.
We customised messaging even further with our digital placements, including our Victoria-only AFL takeover, with a headline tapping into the story about the AFL being moved to Queensland.
And a collection of reactive social assets meant that we could keep our creative relevant throughout the summer campaign’s lifespan.
The campaign was a big success, contributing to a sales growth average of 10.11% across the campaign period (with a target average of 6.3%).
What’s more, the platform Look on the Fried Side of Life is now being leveraged for some of KFC’s latest and greatest campaigns…
Including our TV spot below which highlights the power of KFC on a hangover…
"A perfect combination of great human insight and brand truth.
The human insight is so familiar, that sometimes we do feel defeated by life, and the brand truth works perfectly – KFC is good because it’s bad.
It’s also a great example of category disruption, food can be unhealthy sometimes! This combination of novel and surprising elements makes the execution of the ad more remarkable and rewarding."
– The Research Agency