Campaign : Original Recipe Chicken
Brand : KFC
Company : Yum! Restaurants
Agency : Ogilvy & Mather
The Campaign
The new KFC commercial revolves around secrets. It begins with a chef, whose face remains hidden from the camera, preparing a recipe. Standing in front of a kitchen counter, he picks up a bell pepper and starts chopping it. He then moves to an impregnable locker and reaches out to punch in the secret combination number. As the locker opens, two jars labeled KFC?s secret spices and KFC?s secret herbs are shown. The chef sprinkles and mixes the secret herbs and spices with other ingredients. Then the chef is seen carrying a tray full of ?original recipe chicken?. The next shot shows a boy biting into a piece of KFC chicken and a girl licking her fingers. Steaming hot original recipe chicken is then seen stacked in a KFC chicken bucket. And finally the KFC logo and tag line ?it?s finger lickin good? appears.
Our Take
The ?it?s finger lickin good? concept, where you take one bite and lose yourself – forgetting and foregoing all table manners to indulge in the sublime, finger-licking experience of eating an KFC dish, has always been the unique selling proposition of this popular chicken restaurant chain. With the new ad campaign for its Original Recipe Chicken dish, the brand tries to reinforce its uniqueness by emphasizing on the 70-year-old secrets behind the recipes of KFC. The idea of executing the ad in a cookery-show format is appealing; however, there are too many secrets that remain untold. The ad emphasizes that some secrets can never be revealed, just like KFC?s age-old secret recipes. While it does manage to whet your appetite initially, in the final countdown it leaves you hungry without delivering on its promise. And that doesn?t help in promoting the brand either. It is just like another ad that is seen and then forgotten.
Ratings
*****