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KFC spotlights the ‘the whole chicken and nothing but the chicken’ in tone-shifting debut from Mother

KFC has shifted its creative to focus on its locally sourced, 100% poultry credentials, unveiling a new TVC featuring a badass strutting chicken and a supporting campaign.

The Whole Chicken is the first work for KFC from Mother, which ended the fast food chain’s 15-year relationship with BBH when it won the account in March. The agency was briefed to highlight how KFC outlets only use fresh, locally sourced chicken from 500 UK and Irish Red Tractor Assured farms.

The new ad introduces an unflappable real chicken, which sashays around a barn to X Gon’ Give It To Ya by DMX in the style of a 90s rap music video. The film was shot entirely on camera over the course of two weeks in partnership with production company Knucklehead.

The TVC, which airs during The Handmaid’s Tale on Channel 4 tonight (16 July), is supported by out of home, PR, social media and in store. Mother has additionally commissioned an ever-transforming piece of street art in London’s Shoreditch, which will be repainted each day by graffiti artists including Insa, McBess, Shotopop and Barrass to imitate the KFC’s constant preparation of fresh chicken.

The mural will be shared on social media, while passers-by will be able to make the colourful chicken come to life via Insa’s AR-driven Gif-iti app. Traditional outdoor features photography by James Day and the new strapline ‘the chicken, the whole chicken and nothing but the chicken’.

Meg Farren, chief marketing officer of KFC, said: “At KFC we’re proud of our chicken, we’re not afraid to show it. ‘The Whole Chicken’ represents a step change for us, taking a bolder stance when it comes to engaging with our loyal customers and fans.”

Hermeti Balarin, executive creative director of Mother, added: “KFC chicken is of the highest quality. But somehow, despite previous attempts at communicating this message, people never really got it. So we created a campaign that is impossible to ignore.”

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Katie Deighton

Katie Deighton is The Drum’s senior reporter - creative and video based in London. She produces, films, presents and edits the title’s editorial video output, including series such as On The Scene, Ad Breakers and Why I Left Advertising, and manages its coverage of the creative sector. She also reports on the intersection between politics and marketing, as well as the third sector and fashion.

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