KFC opts for naturalistic campaign

KFC has launched a new advertising campaign to emphasise that its Original Recipe chicken on the bone is delivered fresh and freshly prepared in-store.

The television campaign is shot in an actual KFC kitchen and shows how products such as KFC Original Recipe chicken are prepared in-store in an attempt to change the chain’s image as a purveyor of “fast food.” High street food outlets have recently come under scrutiny in the media as contributors to childhood obesity.

The ad features a chef discussing the importance of fresh ingredients and highlighting the batches of fresh chicken that arrive each morning.

The campaign has been created by Bartle Bogle Hegarty in a naturalistic style and is a break from the traditional KFC advertising that was epitomised by the “Soul Food” strategy started in 2002 that targeted a young urban audience and was soundtracked by soul music classics.

There will also be a press campaign highlighting KFC’s commitment to freshly prepared chicken

The company also brought back its “finger lickin’ good” strapline last year after a nine year absence.

Vice president of marketing KFC UK & Ireland Jennelle Tilling says: “We know freshness and quality are increasingly important to the British consumer, so it’s great to do a campaign that lets them in on our secret to great tasting chicken – quality ingredients, freshly prepared.”


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