O&M employs new approach in KFC spots

Ogilvy & Mather has taken a new approach in its advertising for the launch of KFC's Tikka Pocket variant by using images of Indian shadow puppetry.

KFC is positioning Tikka Pockets as a modern alternative to sandwiches.

It is optimistic that the Tikka Pockets, made from chicken, tikka sauce and salad in a garlic and coriander tortilla, will take a slice of the £3 billion UK lunchtime sandwich market, as well as appeal to fast food aficionados.

The 30-second and ten-second ads relate the story of a boy leaving his village in search of some exotic food to satisfy his hunger, namely the KFC Tikka Pocket.

He encounters various distractions on his journey but none deflect him from his mission for the KFC. The ads mark a dramatic departure from previous KFC advertising campaigns.

KFC's senior marketing manager, Rosalynn Tay, said: "We wanted to find an advertising idea that differentiated us from previous Indian variants of our key competitors. We believe that the use of puppetry will deliver a new and interesting TV execution with clear cut through."

The media strategy has been devised and bought through Zenith Media and comprises an initial four-week national TV campaign targeting young adults to test the product.

If it is successful, Tikka Pockets could become a permanent feature in KFC outlets.

The ads were written by Mike Crowe and art directed by Rob Messeter at Ogilvy. They were directed by Iain Cadby through Krygier Hirschkorn Films.

Tikka Pockets have been available in the shops from 9 September and the campaign breaks this week.

Jo Brady, the Ogilvy business director responsible for the KFC brief, said: "The KFC Tikka Pocket is a great product and we are sure that the advertising will make people take the detour to KFC."

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