[ad_1]
In France, the culinary capital of the world, KFC has been steadily growing in popularity since opening its first restaurant 30 years ago. The fried chicken specialist now has more than 300 locations serving more than 200,000 daily customers.
All around the world, Colonel Sanders has become a familiar face not just as the founder, but the long-running brand ambassador, appearing in campaigns across each of the 150 countries where the Yum! Brands chain operates.
Trying to keep marketing fresh after 70 years in business would be an insurmountable challenge for most brands. But KFC managed to pull that off and was just awarded Kantar’s Most Effective TV campaign for 2022.
The origin of ‘KFC Origins‘
“KFC Origins” is the second installment of a campaign created for the brand by Havas Paris. It takes the audience on an unexpected journey through time.
Beginning late at night in one of its restaurants, a worker is clearing up for the day. He fixes a tilted picture of the Colonel, only to notice the snow white-bearded founder motion him to enter the image.
Finding himself transported into the Colonel’s kitchen in the 1950s, he watches one as the founder effortlessly serves up some fried chicken before they work together to create a crispy chicken sandwich.
The worker then finds himself transported back to his own time and restaurant as he bites into the sandwich, nodding in appreciation toward the picture as he enjoys his meal.
“We formed a product-centric platform which puts the product at the center of our communications, and crispiness, which is a key benefit of our promise,” explained Pierre Cailleau, chief marketing officer of KFC France. “That is the key success measurement, and that is why this platform is very flexible. The taste is the key driver.”
When it won the account in November 2020, Havas introduced “Crispy” as a creative platform.
