Ogilvy & Mather has launched a new campaign for KFC in Hong Kong for their signature Hot & Spicy recipe. The campaign visually brings to life the hot sensation of the product with real-life fireballs.
The three key visuals – Space Shuttle, Dragster, and Heroes – seamlessly swaps out explosions with the real product, photographed under lighting conditions that replicate each of the chosen scenarios.
The campaign has launched in-store across more than 60 branches across the territory, and is complimented by print advertising, online promotions, and key outdoor media which will launch in the coming week.
Commenting on the campaign, KFC Hong Kong’s CMO, William Tsing, said: “Hot & Spicy is one of the Colonel’s signature recipes, and certainly a favorite amongst our customers here in Hong Kong. It’s a classic flavor, and this work brilliantly delivers the product promise with a playful execution for the brand to capture attention.”
While Ogilvy creative director, John Koay, added, “Hot & Spicy delivers a blast of fiery heat with every bite. But its crunchy texture and colour is visually similar to a real-life fireball. So this visual duality became our inspiration – and we just love how it’s come together in such a simple, yet universally understood way.”