KFC Australia has launched “More Tender Than Ever”, a new campaign via Special, introducing its revamped Chicken Tenders and an expanded range of 11 dipping sauces, with a fictional ‘boyband’ process at the centre of the creative.
Launching nationally on September 29, the campaign personifies KFC’s pure obsession and effort in making their Tenders the best they’ve ever been.
Created under KFCs “Go Full Chicken” brand platform the integrated campaign is built to capture both heart and appetite. The Hero film lands the tender transformation using sweet tones and boyband harmonies to make them more tender than ever, whilst high-impact OOH promotes the incredible size, texture, and quality of the new tenders. In social, dedicated content explores and celebrates the expansive range of 11 delicious dipping sauces.
KFC CMO Vanessa Rowed, said, “Our boy-banding process sets the stage for a truly transformed product story, bringing the obsession behind our new Tenders to life with maximum entertainment. The wider campaign ecosystem showcases the product upgrades in detail, with OOH spotlighting bigger, crispier and saucier Tenders, while social and creators dive deeper into the unique flavour profiles of our 11 dipping sauces.”
Rather than taking a conventional product-led approach, Special turned the idea of tenderness into an entertainment concept, inspired by the timeless innocence of the boyband era. The band and its music were created in collaboration with Revolver director and boyband aficionado Leilani Croucher, and the composers at OTIS.
Special CCOs and Partners, Tom Martin and Julian Schreiber, said, “We could have just told Australia that KFC made their tenders bigger, juicier and crispier. But rather than running an ignorable product relaunch, we wanted to use it as a moment to also show the incredible passion KFC have put into improving their tenders. The result is a big, unusual, delicious fever dream that transports us all to a tenderer time in our lives.”
The six-week campaign will run across television, YouTube, SVOD, OOH, paid social and creator content, and will be supported by community management-led social activity.
CREDITS
Client: KFC Australia
Chief Marketing Officer – KFC SOPAC: Vanessa Rowed
Marketing Director: Sabrina Douglas
Group Marketing Manager: Jessica Farahar
Assistant Brand Manager: Johann Nielsen
Brand & Communications Manager: Gabby Hunt
Head of Media: Bridget Cooper
Media Manager: Christian Fox
Creative Agency: Special
CEO/Partners: Lindsey Evans & Cade Heyde
CCO/Partners: Tom Martin & Julian Schreiber
CSO/Partner: Dave Hartmann
Creative Directors: Gabe Woodmansey & Jono Aidney
Creatives: Joel Grunstein, Harry Roth & Eliza Smith
Senior Strategist: Adelaide Day-Collett
Executive Director: Jaimee Kerr
Senior Business Director: Annabelle Massera
Business Manager: Alice Bishop
National Head of Production: Tash Johnson
Head of Print: Nick Lilley
Design Director: Dan Jones
Finished Artist: John Rivera
Senior Producer: Alyce Guy
Social Shoot Production Coordinator: Serina King
National Head of Social: Maddie Marovino
Community Manager: Jasmine Jaffar
Production Company: Revolver
Director: Leilani Croucher
Managing Director / Co-Owner: Michael Ritchie
Executive Producer / Partner: Pip Smart
Senior Producer: Alex Kember
DOP: Andrew Commis
2nd Unit DOP: Susan Stitt
Food Stylist: Jenn Tollhurst
Production Designer: Kris Brujic
Wardrobe: Olivia Simpson
Makeup & Hair: Gavin Anesbury
Choreographer: Tiana Canterbury
Casting: Natalie Jane Harvie, Citizen Jane Casting
Edit: The Editors
EP, The Editors: Rita Gagliardi
Offline Edit: Brendan Jenkins
Grade and Motion Graphics: Scott Stirling
VFX & Online: Stu Cadzow Music + Sound: OTIS
Media Agency: EssenceMediacom
Social
Social Director: Harry Roth
Social DOP: Trudi Gultom
Social Gaffer: Tahira Donohoe-Bales
Social Post Production: Carve & Stitch
Social Post Producer: Jet Dominic
Social Editors: Reuben Gibbes and Jeremy Cooper
