Five KFC stores have stripped away their red and white and gone green and gold in a show of support for the Aussie cricket team.
With four days to go until the first Ashes Test launches at The Gabba, the KFC restaurants wanted to do away with their resemblance to historic cricketing rivals, England.
The five flagship KFC restaurants will remain green and gold throughout the 2013-14 cricket season, and a further 600 stores will support the transformation with staff wearing rebranded uniforms.
KFC will also launch the Green & Gold SkyBox – a KFC restaurant in the sky that will overlook the Sydney Test Match at the Sydney Cricket Ground.
The campaign is supported by PR, TVCs, media partnerships, experiential and social media, with eight TVCs airing on Nine and Ten, ground signage at each Ashes Test Match, and a social competition involving Bucketheads.
Valerie Kubizniak, acting chief marketing officer at KFC, said: “The Ashes ignites a fierce rivalry between England and Australia. We have thousands of Barmy Army fans descending on our shores for the second time this year, and as a proud and long-standing partner of Australian cricket we wanted to create a campaign that would ignite national pride and celebrate this great occasion.”
Client: KFC; acting CMO: Valerie Kubizniak; group marketing manager: sally Spriggs; Agency: Ogilvy Sydney; creative group head: Shaun Branagan; copywriter: James Blow; art director: Scott Sparks; business director: Scott Chalcraft; account management: Stuart Eaton, Sarah Jayes, Michael Porter; TV production: Rob Spencer, Josh Jenkins, Peter Hackforth; social: Social@Ogilvy; PR: Edelman Australia; branded entertainment: Ensemble; media: Mediacom; instore merchandising: Design Intoto