KFC has unveiled a new advertising campaign centred around a 30-second spot which focuses on the “anticipation” customers feel before taking that first bite.
The multimedia campaign produced by London-based agency Mother, will be spearheaded by the spot and its tagline: “There’s nothing like the first bite”, will be rolled out across TV, out-of-home, press, online and social media channels.
The back-to-basics angle, focusing on the quality of the fast-food giant’s product and dramatising customers’ sensory experience, will look to remind existing patrons of what the fast-food giant can offer whilst enticing new ones to try out their menu.
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“Through extensive research we found that the anticipation of the first bite of our famous fried chicken is a real peak moment in the KFC eating experience,” KFC UK & Ireland marketing lead, Leo Sloley said.
“People really do take their time to search out the crispiest, juiciest spot to take their precious first bite from. This whole campaign speaks directly to that relatable truth of how people savour our food.”
Mother creative director, James Ross-Edwards added: “From the casting of director and photographers to lighting, music, sound design and titles, every choice we made was about dialling-up the anticipation we all feel for that delicious, mouth-watering first bite of chicken.
“We hope we succeeded in making you hungry.”
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