Restaurant chain KFC is calling on its fans to “Brace Thy Tongue” for the new ‘Zinger Drip”, a limited-time burger that will look to encapsulate the “thrilling pain-pleasure paradox” of spicy food.
Devised in partnership with London agency Mother, the work will be centred around a 20-second spot that showcases the Zinger Drip in all its spicy glory.
The artsy clip shows the Zinger Drip burger “emerging from the depths of a mysterious bubbling lake of Zinger sauce”, summoned by the panting frenzy of what the fast-food brand is calling the “fire choir”.
“Spicy burgers aren’t anything new. But KFC’s Zinger Drip is something special. It’s KFC’s love letter to spice fans, a fully dunked fillet, dripping and drenched in fiery sauce,” said Danielle Ruggles, marketing manager at KFC UK and Ireland.
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“Taking heat to a whole new level, the campaign creates drama and enticement that perfectly complements the saucy spice experience of the Zinger Drip.”
The product-focused campaign follows on from KFC’s controversial “All Hail Gravy” film released earlier in the year, which sparked controversy for its baptismal connotations but garnered an impressive amount of airtime across the mainstream media.
Luke Dawson and Fabio Montero, creatives at Mother added: “KFC is known for its chicken, having built a dedicated fan base on an international scale, so we wanted to flip the script with the Zinger Drip, by shifting the focus entirely onto the sauce.
“We’ve built on the ‘Believe’ platform by highlighting the excitable anticipation of those happy to endure the burn of the Zinger Drip, eventually letting up to unveil irresistible flavour.”
Media planning and buying was handled by Mindshare.
