KFC’s new value range packs far too much chicken for ordinary cardboard to contain. So a crack team has been working around the clock to develop boxes capable of holding ridiculous quantities of poultry. Such is KFC’s dedication to ‘Go Full Chicken’.
Hot on the heels of their ‘Go Full Chicken’ brand launch comes KFC’s campaign for their new Boxfull value range. Go Full Chicken is built on a belief that great chicken comes from an obsessive commitment to doing things properly, and the only way to do value properly is by building a box capable of containing total chicken abundance.
The campaign is led by a series of films set in a ‘Secret KFC Box Lab’ and narrated by its fastidious ‘Head Box Technologist’, Ingvar [surname redacted]. Ingvar and his dedicated team carry out countless experiments in their pursuit of the perfect box: one that stands up to the gruelling pressure of excess chicken. According to the ever-serious Ingvar, “Box construction is no joke. It is the only way to achieve maximum chicken and excellent value for KFC’s customers.”
KFC SOPAC Chief Marketing Officer Vanessa Rowed said, “The new Boxfull range delivers fan favourites at incredible value, and this campaign brings our ‘Go Full Chicken’ philosophy to life in a way that’s entertaining, unexpected and unmistakably KFC. Because great value advertising doesn’t have to shout the loudest, it just has to give people something worth watching.“
Special CCOs Tom Martin and Julian Schreiber said, “Everyone knows KFC is famous for its value packed delicious chicken meals. But nobody ever talks about the plight of the weak, cardboard box. Is it up to the task of carrying this much chicken? Will it hold? What is maximum chicken capacity? All questions the new KFC Boxfull range now raises.”
Boxfull launched last week with a fully integrated campaign, rolling out tailored creative across television, digital, social, influencer, radio and outdoor media placements.
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