KFC promotes chicken salad option on TV

KFC is aiming to broaden its appeal to women and develop a healthier image with the launch of its new chicken salad, which will be backed by a TV campaign created by Bartle Bogle Hegarty.

The spot, called "street", is the latest execution in BBH's "got chicken, got soul" campaign, which aims to reposition KFC as soul food by highlighting the social experience people share when eating its food.

"Over the past five years, we have introduced a number of innovations to broaden our appeal, and lunchtime has been one of the key areas for growth," Claire Harrison-Church, the marketing director at KFC (GB), said.

The ad opens on a shot of a young man climbing out of a first-floor window with a girl passing out stereo equipment. Funky music starts to play as a group of friends proceed to pass out a sofa and armchair so they can enjoy the beautiful day outdoors. The film cuts to a woman sneaking a piece of chicken from a salad before taking it outside for everyone to share.

The ad closes with everyone laughing and having a good time while sharing the food.

The commercial was art directed by David Monk and written by Matt Waller.

Direction was by Luke Scott through RSA Films. Media planning and buying is through ZenithOptimedia.

KFC kicked-off the new soul food campaign in March with two 30-second executions, entitled "hi-fi" and "soul", to promote its new, improved burger and Mega Bucket respectively.