KFC Puts A Duck On A Skateboard For Mammoth Local Brand Push
In a break from product-based advertising, KFC this weekend launches its first-ever major brand campaign in Australia aimed at bringing its values to life and connecting customers to the ethos of its founder, Colonel Sanders.
Based on a saying from the Colonel that ‘life should always be finger lickin’ good’, the new campaign developed by Ogilvy Sydney is about conveying a philosophy that life is to be lived. And that it’s best lived when people are being true to themselves.
To help celebrate the concept, Australian television personality Plucka Duck returns to the small screen starring in the campaign’s launch TVC; a character that exemplifies the brand’s confident, and completely original characteristics. Plucka has not been seen on Australian television since Hey Hey It’s Saturday ceased broadcasting.
https://youtu.be/PTmHI3zehwY
“We realise that many people might see the creative and think ‘ What? A duck on a skateboard for KFC?,” said Ogilvy Sydney’s group creative director, Shaun Branagan.
“But for a brand that traditionally has focussed on its food, and a company with a history of being original, it was important KFC’s first foray into brand advertising was designed to provoke. As a result, the first element of the campaign is a deliberate mashup of pop culture icons; the mischievous Plucka Duck, who was always up for a stunt no matter how madcap, and longboard skateboarding which encapsulates sheer exhilaration and freedom.
“All set to a legendary surf punk music track that was a smash hit in its day and more recently on Family Guy, with the lyrics ‘the bird is the word’ which of course is Aussie slang for KFC. It all represents the unique and original that is the KFC brand,” he said.
Nikki Lawson, chief marketing and development officer KFC SOPAC said the new campaign was the first time that KFC has clearly stated its brand purpose in Australia, and launched work that did not focus on its chicken as a visual centrepoint.
“We know that Australians love KFC’s chicken, but we wanted to ensure that affection extended to the KFC brand itself. So we looked to its founder, Colonel Sanders to get to the heart of what the KFC brand stands for. It was his original recipe, values and life embracing approach that continue to shine today,” she explained.
“Life moves at a fast pace and there seems to be a greater need to fit-in, and conform with everyone else, and sometimes a bit of our uniqueness, what makes us special, can get suppressed. We want everyone to celebrate their originality. The new campaign explores this concept, clearly connecting it back to the KFC brand.”
Ogilvy Sydney was responsible for developing the strategy and all executions including TVCs, cinema, website, digital display, social and digital content. The digital elements and TVCs are live from this weekend, and cinema goes live next week (January 28).
https://youtu.be/nZjKbnZeq68
https://youtu.be/QDBpIkeHwUI
Credits:
Strategy and creative – Ogilvy Sydney
Shaun Branagan – Creative Director
Scott Sparks – Senior Art Director
Jenny Mak – Senior Copywriter
Ryan O’Connell – Deputy Head of Strategy
Executive Business Director – Leigh Bignell
Group Account Director – Katie Dally
Account Director –Elaine Arthur
Account Manager – Anna Michael
Media planning and buying – Mediacom
PR – Edelman
Production Company – Interrogate
Director – Ash Bolland
Executive Producer – Tara Riddell
DOP – Lachlan Milne
Editorial – The Editors
Online – Cutting Edge
VFX Artist – Jonathan Hairman
Producer – Aaron Dexter
Audio Post – Rumble Studios
Sound Engineer – Nat Joyce
Producer – Jessica Hamilton
Agency Producer – Amanda Bennie
Ogilvy Sydney is part of Ogilvy Australia and STW, Australasia’s leading marketing content and communications group.
Latest News
Keep Left Reveals ‘Strategically Assembled’ Strategy Team
Building on its Ideas People Choose positioning, national independent PR and creative agency Keep Left has revealed a redefined, fit-for-purpose strategy team that bridges the gap between earned and creative. Strategy director Laura Agricola steps up to lead the team following three years with the agency as a senior brand strategist. She has more than […]
Initiative’s Michael Chong: What Do Mountaineering, Media & Marketing Have In Common?
Michael Chong, Initiative’s chief analytics officer, has done something quite remarkable — climbing Ama Dablam, one of the most challenging peaks in the Himalayas on a trek that takes the best part of a month. Here, he tells B&T about his marvellous mountaineering, and what we can learn from it. Ama Dablam, rising proudly at an […]
CMOs To Watch: DrinkWise’s Part Time Builder, Part Time Marketer, Nathan Kent
Introducing Nathan Kent, a Bunning’s aficionado, a Radiohead groupie and the marketing director at DrinkWise. Welcome back to ‘CMOs To Watch‘ . Once a month, we look beyond the biggest marketing bosses in Australia and the world to focus on emerging leaders and under-the-radar brands. Kent holds an impressive CV. After eight years in various roles […]
Mari Kauppinen Pops Up As MD Of ITA Group ANZ
ITA Group, a global leader in engagement solutions, has announced the acquisition of Sydney-based Performance Incentives and the appointment of Mari Kauppinen as managing director of ITA Group’s Australia office. The formation of ITA Group’s Australia office, headquartered in Sydney, builds on its existing client base to deliver events, incentives, recognition, loyalty, research and learning […]
“It Is Getting Better But At A Glacial Speed”: Legends Of PR On Shaping A More Diverse Media Industry
B&T would struggle to meet our daily newsletter deadlines without them, but their contribution to the industry too often goes unnoticed. Lead image: Rochelle Burbury (top left), Sandra Hogg (top right), Katy Denis (bottom left), Susie Thomson (bottom right) But not today! Ahead of the 2024 B&T Women In Media Awards, presented by Are Media, […]
GoTransit Media Group Unveils The Power Of Regional Transit Advertising
New research by GoTransit and Rapid Media has unveiled the effectiveness of transit advertising in engaging with regional audiences, demonstrating positive uplift results across key brand metrics. Engaging Fiftyfive5, GoTransit conducted a brand study to assess the impact of Bus and Light Rail advertising on the target audience by measuring Recall, Branding, Diagnostics, and Impact. […]
Slew Of Promotions For Special Senior Creative Leadership Team
Special has bolstered its senior creative leadership team, promoting Max McKeon, Sian Binder, Lea Egan, Nils Eberhardt and Simon Gibson to group creative directors. Lead image: L to R – Sian Binder, Max McKeon, Nils Ederhardt, Lea Egan, Simon Gibson “This crew is some of the best and brightest that our industry has to offer, so […]
Kantar: AVOD Subscribers Double In 12 Months
Study finds Aussies happy to watch ads on their streaming services. Or, are they just putting the kettle on more often?
Val Morgan Digital Exceeds All Campaign Uplift Benchmarks Via A 12-Month Brand Metrics Study
Val Morgan announces it has exceeded all its campaign benchmarks. Still can't get under an hour for the City To Surf.
Australian Retirement Trust launches monster of a campaign, by M&C Saatchi and Bohemia
Get offered a seat on the bus today? Knees creak like an old pirate's galleon? This retirement ad may be of interest.
Print Audits To Discontinue As Audited Media Association Of Australia Pivots To Support Influencer Marketing
Is it just B&T or are audits in the media industry suddenly becoming murkier than Roxy's husband's tax returns?
News Corp Australia Launches 2024 National Education Advocacy Initiative With Expanded Program
News Corp set to shine a light on the nation's schools in new series, giving illegal bikie gangs a well-earned rest.
Decoding The Consumer Maze: Urban List Report Reveals How Modern Shoppers Spiral From Discovery To Purchase
Latest report unravels a shopper's journey from the joy of discovery through to a nasty letter from a debt collector.
Cosmo Returns To Australia!
Ever get the feeling we've weirdly warped back to 1988 at the moment? Confirm it with the relaunch of Cosmo in print.
People & Culture Consultancy Human Kind Collective Launches To Plug HR Gap For Media Agencies
Does the very mention of HR have you struggling to remember last year's Christmas party? Get the sweats with this news.
‘We Want To Be A Growth Partner, Not Just A Media Buyer Or Someone That Makes Ads’ – Bohemia Boss On Agency’s Ambition
B&T's chatting with Bohemia boss Paul ‘Hutch’ Hutchison. Although we do think 'the dagger' a far superior nickname.
Initiative’s Geoff Clarke: ‘Youth Hits Targets With Enthusiasm, Experience Hits The Targets You Can’t See’
Initiative’s CCO Geoff Clarke on the value of experience in agencies. Not to mention quoting lines from Pulp Fiction.
The Iconic Teams Up With 5 Aussie Athletes For Latest Campaign
Fashion label brings in the athletes for new campaign, many of whom appear to have prepped with re-runs of Zoolander.
Seven West Media Secures New Director Of News & Current Affairs
After a tumultuous few weeks, Seven unveils director of news & current affairs. And B&T never uses tumultuous lightly.
Seven Network Expands NSW Sales Team With Two New Group Business Directors
Seven ramps up its NSW sales team. Both of whom are well versed in pronouncing Manu Feildel's croque-monsieur.
New PR Subscription Changing The Game For Aussie Start Ups
Need better PR? You can now buy it via a monthly subscription. Price does not include a fascinator or Moet piccolos.
Paul Kent At Centre Of Fresh Scandal After Alleged Street Brawl
Do you long for the fights, gouges & testicle grabs of footy's glory years? So too, it appears, does Paul Kent.
DiDi Taps Disney’s Tim Farmer For Head Of Brand Marketing Role
Disney's Tim Farmer shifts over to rideshare company DiDi. Taking with him his Donald Duck coffee mug & mouse ears.
As Sure As Night Becomes Day, The End Of Third-Party Cookies Has Been Delayed
The question remains: what will we see first? The end of cookies, alien invasion or Jesus's second coming?
Fast 10: Scoundrel’s Tim Bullock Explains What Shane Warne & Salt-N-Pepa Have In Common
It's a Fast 10 with Scoundrel's Tim Bullock. Make it sound even faster by sucking on helium while reading it.
Outbrain Snatches Chris Oxley From Foxtel Media
Foxtel's Chris Oxley shifts over to Outbrain, but not before having his press photo taken in the wilds of the Daintree.
oOh!media & POLY Partner With Greening Australia For OOH Awareness Campaign
Like to quell the road rage with super cute pics of fluffy marsupials? This outdoor's just the ticket.
Are Media Cares For The Carers In Its Latest Social Change Campaign
Are Media calls on the government to add super payments to carers' payments. Remains silent on AUKUS, however.
In A Fragmented World, Engagement Is King
Today, B&T TV's talking fragmentation & engagement. But not in a down-on-one-knee sense of the word.
Kyle Sandilands On Advertising: “We Want Return Business. It’s No Good Just Taking Someone’s Money”
Kyle & Jackie O finally arrive on Melbourne radio. As yet, no sign of the monotonous and bitter AFL-NRL debate.
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.