KFC released a campaign called 'Believe in Chicken' across various advertising platforms before its final commercial airing on ITV. It aired during the opening match at the Euro Cup which featured Germany vs. Scotland. The creative agency behind this initiative is Mother, and the campaign is considered KFC's most significant one to date. Believe in Chicken goes beyond being just a tagline; it reflects KFC's commitment to serving authentic chicken.
This extensive campaign is showcased on billboards, buses, pub merchandise, art murals, and even a 260-chicken icon near Westminster and Gatwick airports in England. Pre-commercial advertisements were intentionally mysterious to pique curiosity, while the main goal of the commercial was to captivate viewers and "get them to dance or at least feel the vibes."
Image Credit: KFC
Key Themes Behind This Trend
- Multi-platform Advertising
- Integrating campaigns across various advertising mediums such as billboards, buses, and art murals can create a ubiquitous brand presence.
- Event-timed Marketing
- Launching major campaigns during significant events like the Euro Cup can maximize audience reach and engagement.
- Mystery Pre-commercials
- Using enigmatic advertisements prior to the main commercial can effectively build intrigue and anticipation among consumers.
Where This Applies
- Food and Beverage
- Fast-food chains can capitalize on extensive marketing campaigns to highlight their commitment to authentic product offerings.
- Advertising
- Creative agencies have the opportunity to develop innovative, cross-platform marketing strategies for higher brand visibility.
- Event Management
- Event coordinators can collaborate with brands to launch marketing initiatives during high-profile events, enhancing participant experiences and brand recall.
