A recent ad for fast food chicken chain KFC has made it to the big screen and will air before some of this year’s biggest films alongside custom-made clips mimicking the storylines of the blockbusters.
Chicken Town (below), created by ad agency Mother with post from MPC, sees the brand’s mascot Colonel Sanders cruising past a slew of fried chicken pretenders before pulling into a KFC branch alongside the tagline ‘KFC – only available at KFC’.
The cinema campaign will run across the second half of the year and was brokered by Blue449 and SPP in collaboration with media owner Digital Cinema Media. It will show the 60-second spot before five separate pieces of specially curated cinema content inspired by some of the biggest Hollywood films launching in 2019, starting with the recently released Godzilla: King of the Monsters.
The final 30” will be a bespoke content series that has been produced by DCM’s creative division, DCM Studios, in partnership with production agency, Recipe, specifically for the big screen.
The cinema clips will aim to trick audiences into thinking the film is about to start, mimicking the look and feel of the upcoming feature, before revealing that it’s in fact a tongue-in-cheek imitation, just like the KFC imitators on the high street.
The campaign strategy is to make the point that you are unable to compete with the original, both in terms of KFC’s famous recipe and when it comes to a Hollywood film.
Alongside the launch of the second creative and running until the end of the campaign, KFC will also use Cinemapper, DCM’s cinema proximity planning tool, and DCM’s end frame technology to target audiences on a local level, directing them to their nearest KFC restaurant.