Ogilvy paints KFC in Australia colours for cricket season

Sydney’s Ogilvy has designed a temporary overhaul for KFC in Australia as part of its integrated marketing campaign to support the 2013-14 cricket.

KFC rebranded in Australia's team colours

KFC’s traditional branding colours align with rival England’s team colours.

The campaign will also see the launch of a dedicated KFC outlet overlooking the Sydney Test Match.

The execution extends across PR, TV spots, media partnerships, experiential and social media platforms.

"The Ashes ignites a fierce rivalry between England and Australia,” said Valerie Kubizniak, acting chief marketing officer.

“We have thousands of Barmy Army fans descending on our shores for the second time this year, and as a proud and long-standing partner of Australian cricket we wanted to create a campaign that would ignite national pride and celebrate this great occasion."

James Sutherland, chief executive officer of Cricket Australia said: "We're thrilled to have KFC continue its partnership with Cricket Australia this season and we're excited to see the launch of its Green & Gold campaign, which will no doubt further stimulate an energetic rivalry between Aussies and the Barmy Army, as well as encourage fan engagement crucial to cricket's future success in Australia."

Eight TV spots are planned. A promotion will be unveiled offering slots in the KFC outlet above the Syndey test. It will be hoisted into the air for 23 minute periods.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.