KFC switched gears for its latest social media campaign, moving away from traditional product-focused ads and short-term promotions to one that spoke to its consumers’ hearts.
The social first campaign revealed how their chicken was made in the kitchen, from the source of its ingredients to the specific temperature of the oil it’s fried in.
And no, while they did not reveal the secret recipe behind its coating and spices, the fast food brand used the social campaign as an opportunity to drive brand affinity and trust with its consumers.
BPG Group was tasked with crafting a brand narrative that reinforced positive sentiment, yet remained true to KFC’s tone of voice and humour.
To share the brand’s story without compromising on humour, the ad took a cheeky tone to share the process with phrases like: “How do we bread our chicken? Exactly seven-times and always by hand. No step skipped. Where does our chicken come from? Locally sourced, hormones-free.”
“How is it fried? At 170 degrees in pure vegetable oil that is changed every day. How long does it stay on the shelf? 30 minutes or they do it again. No shortcuts.”
KFC also teased its consumer’s with its heavily guarded secret recipe, before revealing that they won’t be sharing.
“Do you still want to know their secret recipe? Nice try…it’s herbs & spices, but that’s all we can tell you.”
The social-first campaign was launched across the brand’s social across Saudi Arabia, Kuwait and Egypt.
Credits
Agency: BPG Group
Chief Creative Officer: Ramy ElSakka
VP Client Servicing: Benjamin Schwartz
Creative Directors: Ahmed Alotaibi, Aaron Leung, Nicolaas van der Merwe
Senior Art Director: Bassam Ehab
Arabic Copywriters: Ferand Zohdi, Ahmad Almasri
Copywriter: Brenton Burns
Strategy: Ramy Lewis
Video Editor: Ramshad Akkalath
Account Director: Fady Khoury
Account Manager: Salma Amer
