Look on the Fried Side of Life
KFC
From catastrophic bushfires to the COVID lockdown, 2020 was rough down under. KFC needed to #pivot beyond simply putting its ‘finger lickin’ good’ tagline on standby.
As a brand that’s long championed uninhibited freedom, we knew we had to step up during a time of unprecedented isolation. So, we made it our mission to boost morale by reminding Aussies to look on the fried side of life ✨
In the heat of lockdown (and of Australia’s summer), we spread much-need messages of positivity in a distinctly KFC way. After all, we’re the lovable larrikins who tackle life’s low points with a cheeky sense of humour, easy-going attitude and hearty dose of fried gold.
Our OOH billboards reached 90.4% of Australians 18+, making it KFC’s highest reaching outdoor campaign. Ever.
Ps… hope ya like puns.
To add an extra layer of meaning, we carefully selected outdoor placements for each headline.
Like tunnels…
Near domestic and international airports…
And on the way to KFC stores…
We reacted to news of festival and event cancellations…
And as the new year ticked over, we made our messages more hopeful and uplifting than ever.
Here’s what Aussies had to say…
“Just what we needed for 2020! These ads make me smile every time I see them! 👏🏻”
— Rebecca Bak
“This is just brilliant. Love how specific and relevant the copy is to each one of the locations.”
— Odai M. Marie
“All incredible! 🙌 ‘The silver lining of 2020 is golden’ is my favourite.”
— Charmaine W
“Great piece of work that did make me smile every time I saw it. Lovely copywriting.”
— Lynn Rutherford
Our three TV spots featured a classic rug pull.
No vacays? No festies? No cricket? No worries.
We brightened up social feeds with dozens of bite-sized videos, which reacted to news updates, occasions and trending topics in real time. Boards below…
The Fried Side of Life campaign was a huge hit.
Not only did we put smiles on the dials of Aussies the country over, but contributed to a sales growth average of 10.11% across the campaign period (target average 6.3%).
We also picked up some metal at the Effies (including a Gold APAC Effie) for our ongoing branding success.
Our clients loved the campaign so much, it’s become a fully fledged new brand platform for KFC, so stay tuned…
Group Creative Director: Shaun Branagan
Art Director: Alex Ward
Director: Graeme Burfoot
Stills Photographer: Jon Bader