KFC has launched a new campaign with Sunday Gravy positioning the Zinger Burger as the benchmark all other chicken burgers are judged against. Publicly reviewing rival burgers in the name of “giving Australians clarity in these unprecedented chicken times.”
The campaign started with a tongue-in-cheek manifesto in the newspaper print declaring: “Many years ago, KFC created the Zinger.
“On arrival, it became the benchmark for flavour, structure, and integrity.
“Now, there are many other spicy chicken burgers…”
Influencer judges live tested rival burgers at the ‘Zinger Identification Facility’ in Bondi and publicly ranked them. Verdicts were delivered via drones, billboard trucks, and projections to competition fast-food restaurants.
Built on the insight that every spicy chicken burger in Australia is ultimately compared to the Zinger, the campaign reframed the iconic burger not as another menu item, but as the category’s original standard bearer.
“Australians love the Zinger. It’s built a cult following over the years and become the benchmark when it comes to chicken burgers,” said KFC Australia CMO Vanessa Rowed.
“With so many new takes on the chicken burger out there, we wanted to have a bit of fun and put that to the test in a way only KFC could.
“From its signature crunch to its spice and marinade, there’s only one Zinger, and this is a light-hearted way of bringing that to life.”
Ant White, creative partner at Sunday Gravy said the campaign was designed to treat the Zinger less like a menu item and more like a cultural institution.
“The Zinger isn’t just a chicken burger. In Australia, it’s become the reference point,” said White.
“So, we thought, instead of pretending the category isn’t happening around us, why not lean into it properly and publicly review the competition?”
The extended campaign appeared across large-scale out-of-home, PR, influencer, social and earned media.
The campaign generated more than 105 media hits, including major coverage across 7NEWS, 9News, 10 News and a full-page Daily Telegraph feature syndicated nationally through the News Australia network.
Credits:
Client: KFC
Chief Marketing Officer: Vanessa Rowed
Acting Marketing Director: Sabrina Douglas
Marketing Manager: Jessica Farahar
Brand Manager: Jordana Smith
Agency: Sunday Gravy
Production Company: Revolver
Directing Collective: Glue Society
Director: Luke Nuto
Managing Director / Co-Owner: Michael Ritchie
Executive Producer / Partner: Pip Smart
Executive Producer: Jasmin Helliar
Producer: Nicole Crozier
DOP: Will Robertson
Production Designer: Sam Lukins
Food Stylist: Belinda Keehn
Editorial: Glue Society Studios
Editor: Luke Crethar
Grade and Online: Scott Stirling
Sound: Rumble Studios
Media: EssenceMediacom
Client Managing Partner: Pete Roins
Client Group Director: Eliza de Mesa
Chief Planning Officer: Jack Graham
Strategy Group Director: Zac Kelly
Implementation and Activation Group Director: Matt Fiorenza
Implementation and Activation Group Director: Stewart Hansen
Implementation and Activation Director: Ben Carlson
Implementation and Activation Director: Bel Meek
Implementation and Activation Director: Taufiq Zainal
Sports and Partnerships Director: Virginia Clarke
Influencer Associate Director: Francesca Gaymor
Social Agency: We Are Social
Account Director: Katie Lockwood
Social Media Manager: Maddy Brice
Account Manager: Tom Purvis
