The film opens with a senior investigation officer arriving at a crime scene where the dead victim is, well, a pizza. The senior officer wonders who could be behind this and whether there are any suspects. Without skipping a beat, another officer offers a KFC Chilli Chizza to the senior officer who takes a bite and exclaims that this Chizza will be the death of the pizza. Everybody looks to him as if having solved the murder mystery. As everyone leaves the spot, a voiceover exclaims, “Sorry, pizza.”
Millennials, including college-goers and young professionals in the age group of 18–35 years.
To announce the launch of KFC’s Chilli Chizza with which the brand aims to expand its offerings to ‘include pizza lovers and give them something which is absolutely unique and irresistible’.
That crime scene, a whodunit story, with an unusual victim (the ‘dead’ pizza) thinly laced with humour piques the viewer’s interest.
KFC’s Chizza has to compete with pizzas within the QSR category. Its edge, therefore, is to not call itself a pizza to begin with.
Tone of Voice
The TVC for Chilli Chizza declares it to be directly and single-handedly responsible for bringing about the death of pizza as a snacking option. The creative is dramatic and humourous for effect, and the idea is amusing. This, to be honest, brings back the fun and quirky style of advertising that QSRs tend to employ.
Not the ‘long term’ kind of film, this tactical piece attempts to convey the potential of the product in attracting the consumer away from pizza towards itself. Hence the hashtag, #SorryPizza. An ad from the QSR category which does not follow the template of a group of friends hanging out at the outlet enjoying their meal is always welcome. Of course, the idea of pitting a pizza-type product and giving it a different name is gimmicky, and yes, the creative brings out a guffaw or two towards the end, but overall, a decent-ish film. The ad can do well to create interest around a new variant. But to directly take on an established food choice such as pizza and to claim to ‘kill it’ is a tall order that cannot solely depend on advertising or marketing.
Reactions to the Chizza when it was introduced were mixed. The biggest grouse of a consumer was of the product being far away in appearance from what was being advertised and the portion being modest in size, again, far from what was shown. This was 2015. With the new variant, KFC has a chance to address both these issues. It also looks like a conscious effort that the Chizza has been positioned as a separate offering given the intention to take on other pizza players, rather than going the typical QSR way and clubbing it with another offering or making it part of a meal combo.