Developed by McCann Erickson Singapore, the ‘Taste’ campaign aims to differentiate KFC’s Original Recipe from rivals such as McDonald’s, Burger King and Carl’s Junior. “KFC has always been seen as just another fast food restaurant. But we’re actually very different, because we serve real food that truly tastes great. We’ve taken a costly step to switch to whole-muscle chicken instead of processed meat,” said Virginia Ng, KFC’s senior marketing manager.
Ng also stressed how consumers should cast away their inhibitions to be true to their cravings and desires to ‘Give in to the real taste’ - the campaign’s tagline, which is featured prominently in all communications.
Print and outdoor executions focus solely on product shots of different menu items. As consumers are confronted by imagery of fried chicken and snacks, the copy calls out ‘If you can resist this, you’re in denial’ and ‘It’s not called temptation, it’s called dinner’, among others.
The TV spot is centred on a group of children playing hide-and-seek. As the various kids run off to hide, the lead actor ponders for the best solution to find his friends. He then brings a bucket of KFC into the room. As the aroma of fried chicken spreads, the other kids give up hiding to join the male lead for a KFC meal instead. “The ads and posters were executed with the help of lots of hungry kids and drooling adults,” said Farrokh Madon, executive creative director of McCann Erickson Singapore. “This campaign is charming and uses wit and tongue-in-cheek humour to try and tempt people from all walks of life.”
The campaign will run until May and also includes interactive promotions online and in-store. “We want consumers to engage with the KFC brand on a personal level. We all have had cravings for Original Recipe chicken at some point in our lives, so we want our consumers to remember that craving and keep it top of mind,” added Ng.
