KFC rolls out latest branding ads

KFC is starting its "got chicken, got soul" campaign in earnest with two new TV ads created by Bartle Bogle Hegarty.

The two 30-second executions, entitled "hi-fi" and "soul", will continue the theme established in last month's special promotion ad for the "Peking Twister", drawing on the imagery and music of late-60s and early-70s black America in an attempt to reposition KFC as soul food.

"Hi-fi" promotes KFC's new, improved burger. It features a frustrated record collector peering in through the window of a record shop that is "closed for improvements". Inside the staff are lazing around, listening to music, eating KFC burgers.

"Soul" is based in a community centre, in which a Northern Soul dancing competition is being held. Those not dancing are helping themselves to a Mega Bucket, accompanied by the caption: "No plates, no forks, you just need soul."

The ads target KFC's two core audiences: the lunchtime, burger-eating customer, aged between 16 and 25, and the older, early-evening customer, who prefers to take home Mega Buckets.

The BBH business director for KFC, Dominic Stinton, said: "No other fast-food company is really doing campaigns. Like KFC, they all have a promotional calendar, but they don't have a unifying idea that works across every ad. Everything we do has got to be part of one campaign."

"Soul" was created by Nick Gill and directed by RSA's Luke Scott. "Hi-fi" was created by Gill, Rik Brown and Jon Fox, and was directed by Mark Nunnerly, also from RSA. ZenithOptimedia handled the media planning and buying.

As yet, no other medium has been used for the "got chicken, got soul" campaign. Although there are plans to introduce cinema and print executions, the campaign will be mostly TV based, in accordance with KFC's traditional media preferences.

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