KFC: KFC 99pVIP Presents: Around the world in 99 Gigs by BBH London

Agency: BBH London
Client: KFC
Date: Jun 2016
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When you buy anything from the 99p snacking menu via KFC’s loyalty app, the ‘Colonel’s Club’, you become a ‘99pVIP’. And once you’re a 99pVIP, there are a host of benefits to be had, from gig tickets to great deals on chicken. BBH was briefed to promote the snacking menu using the ‘Colonel’s Club’ app, driving and sustaining awareness in the most relevant and cost-effective media channels for 16-24 year olds.

The resulting campaign is based on two key insights; that today’s youth value experiences over material belongings, and that they watch a lot of TV and YouTubers. BBH sought to take KFC beyond advertising by creating a disruptive entertainment-based promotion for this audience. ‘Around the World in 99 Gigs’ is a YouTube mini-series which follows YouTuber Callux and presenter Charlotte de Carle as they travel to a new destination every week, in the search for the coolest and craziest undiscovered musicians from around the world.

With 11 episodes in 11 different locations - from Sitges to Sofia - the series is set to culminate in one hell of a gig this summer, for which 99p VIPs can be in with a chance of winning tickets.


Creative Director: Hamish Pinnell

Art Director: Steph Flynn

Copywriter: Olivia Shortland

Creative Team: James Rafter, Myles Vincent (BBH Barn Team)

Additional Credits: Strategist: Lucian Trestler

Account Manager: Maya Nash-Herod

Production Lead: Natasha Bloom

Account Director: Leo Sloley

Strategy Director: Tom Roach

Business Lead: Sian Cook

Producer: Natasha Bloom

Assistant Producer: Zaf Choudhury

Production Company: Black Sheep Studios

Director: Tom Green

Executive Producer: Anthony Austin

Producer: Dan Keefe / Alex Hedges

DoP: Chris Ross

Post Production: Black Sheep Studios & Absolute Post

Post Producer: Thom Godsill

Editor/Editing House: Black Sheep Studios

Sound: Factory

Animator/Illustrator: Steve West @ Lazy Chief

Social Account Director: Suzanne Tennant

Social Strategist: Tom Hargreaves

Social Analyst: Jack Colchester

Community Manager: Tom Cauvain

Digital Producer: Adam Overton

Interactive Producer: Kate Sutherland

Ecrm Account Manager: Jemma Davies

Ecrm Strategist: Ed Hayne

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