KFC South Africa’s new brand stance is all about ‘honest food’. This means we offer consumers fresh, “made the hard way”, hand-breaded in store, real chicken. Not some manufactured, cookie-cutter thing that resembles chicken.
We also know that consumers are becoming increasingly suspicious of advertising and don’t trust big brands that tell them how to look or feel. So we created an epic advert that questions the use of epic adverts and whether we, as KFC, need to embellish like this when we have all we need: great tasting, fresh chicken.
An introspective advert that demonstrates that you don’t need bling and flamboyance to sell your product. Just be honest.
The commercial achieved an astounding 97% brand linkage, meaning that consumers not only resonated with KFC’s message, but also found it endearing.