April 5, 2011
On 4th April KFC will launch its first brand TV campaign in over seven years. The ad, created by BBH, will sit alongside KFC’s existing strategy of product news communication and will carry the new ‘So Good’ brand end line.
The campaign, ‘Emergency Chairs’, is rooted in the idea that KFC is at the heart of informal, social eating. The new ad will position the brand at the centre of modern British family life, a concept that has been redefined and now includes an extended family of friends and neighbours.
‘Emergency Chairs’ is a charming example of how the modern family is continually growing. Based on the familiar scenario of not having enough tables and chairs to go around, the ad tells the story of a group of people, young and old, coming together and socialising over food. As more and more people arrive, everyone pitches in to find makeshift ‘emergency chairs’ including beanbags, old piano stools and plastic crates.
The ad, which was shot in South Africa, was directed by award-winning director and documentary maker Benito Montorio. Montorio’s distinctive style has won him countless awards for campaigns including Robinsons ‘Imagine’ and John Lewis ‘The Feeling’. More recently he was also behind the ‘Marc Herremans’ spot for Johnnie Walker, also by BBH.
Media planning and buying for the campaign has been handled by Walker Media.
Jennelle Tilling, Vice President, Marketing, KFC UK&I said: “It’s exciting to add this new layer to our advertising, and the new advert is unlike anything we’ve done before. Our new So Good tagline is about focusing on more than just our food, and the advert achieves that perfectly, and really captures the ‘So Good’ feeling.”
Marc Hatfield, Creative Director, BBH, said: “We wanted to show that the family unit is bigger and more diverse than ever.”
In February, KFC announced its plans to replace its iconic ‘Finger Lickin’ Good’ slogan with ‘So Good’. Rather than just being a new tagline, KFC has used So Good to shape its plans to become a better business, focusing on not just its food, but also how it engages with its workforce, and the activity it does in the communities where it operates. The company’s initiatives this year include cutting sat fat in its Original Recipe Chicken by up to 25%, placing calories on menus, rolling out an advanced apprenticeship programme for staff, and launching a partnership with Barnardo’s to help young people not in education, employment or training.