25 August, 2014

Campaign: Behind The Doors Of KFC’s Kitchen

By Tracey Yong

KFC Australia has launched a campaign to give Australians behind-the-scenes access to their kitchens, showing customers first-hand how KFC makes its famous Original Recipe chicken.

On August 23, KFC opened its kitchens to the public for the first time at over 160 stores across the country, for its inaugural Open Kitchen Day.

Australians were taken on guided tours of KFC’s kitchens, with over 90 per cent of tours selling out within the first week of the Open Kitchen Day site going live.

“Australians today want to know more about how their food is prepared when they visit our stores,” said Nikki Lawson, chief marketing officer for KFC Australia.

“For many years, people have believed that our KFC cooks simply drop frozen chicken into a deep fryer – but there’s a lot more to it than that.

“This campaign is about showing Australians the care our cooks take in delivering the iconic KFC taste people know and love, hand-coating our fresh chicken with flour and The Colonel’s 11 secret herbs and spices throughout the day.”

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Open Kitchen Day forms part of an integrated marketing campaign supported by PR, TVCs, content and social media. Media partnerships with News.com.au and Mamamia were also leveraged to demonstrate how KFC uses fresh Australian produce, sourced from reputable suppliers like Inghams and Steggles – the same chicken you buy in the supermarket.

The TV campaign launched nationally on Sunday 24 August with a 45 second TVC that portrays KFC’s unique hand breading process in store.

https://www.youtube.com/watch?v=eWc06daT1uc&list=UU9SPx_i5nlwkHbImkdSP1EA

In super slow motion, we see raw pieces of fresh chicken tossed in flour and spices before plunging into canola oil. The golden pieces then emerge cooked to perfection before falling gracefully into the iconic KFC bucket.

CREDITS:

Client: KFC Australia

Chief Marketing and Development Officer: Nikki Lawson

Marketing Director: Valerie Kubizniak

Marketing Director – Brand Development: Natasa Zunic

Marketing Manager: Ashley Hughes

Brand Manager: Belinda Thomson

Public Relations: Edelman Australia

Account Management: Jo Osorio, Tracey Yong, Cameron Stead and Scarlett Templeman

Creative: Ogilvy Sydney

Chief Strategy Officer: Mark Sareff

Creative Director: Shaun Branagan

Art Director: Scott Sparks

Copywriter: James Blow

TV Producer: Peter Hackforth

Business Director: Scott Chalcraft

Group Account Director: Sarah Faraday

Account Director: Brad Ure

Account Manager: Jessica Standfield

Account Executive: Michael Porter

Media: MediaCom

Client Communications Planning Director: Olivia Geen

Implementation Planning Director: Melanie Madden

Branded Entertainment: Ensemble

Senior Producer: Hayley Ritz-Houlton

Social: Social@Ogilvy

Social Managing Director: Yianni Konstantopoulos

Senior Digital Analyst: Alexandra Simmons

Designer: Pierrette Langford

Designer: Bede Gannon

Instore Merchandising: Design Intoto

Design Director: Gilbert Chin

Account Management: Lisa Mitchell

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