KFC UK&I has launched an ad campaign that attempts to break the mould of traditional media placements, paying homage to its tallest offering, the Tower Burger.

As well as showing appreciation for the burger in all its vertical glory, the campaign also makes the most of horizontal media placements, such as broadcast channels and landscape OOH, by playfully rotating the Tower Burger 90° to fit the screen.

On TV, KFC’s Tower Burger – made up of an Original Recipe Fillet topped with a crispy Hash Brown and cheese – is rotated 90° to the metallic tune of Disturbed’s “Down with the Sickness”, hinting at the burger’s high profile.

Social media content emphasises the height of the burger through long, horizontal carousels and endless scrolling posts, showing how the Tower Burger cannot be captured in just one frame.

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On top of this, iconic towers from different locations, like Blackpool Tower, will be replaced by the Tower Burger on KFC social posts.

Phoebe Syms, Brand Manager at KFC brand manager Phoebe Syms said: “With this latest campaign, we’re heroing our ‘vertically gifted’ Tower Burger, a burger so unique, we had to completely rethink our approach to traditional advertising just to make it fit”.

“It was a tall order, but from all-new OOH special builds, to head-turning horizontal ads, we’ve done our Towers justice; showing that there’s one burger that rules the roost, standing head, shoulders and hash browns above the rest.”