The Drum Awards for Marketing - Extended Deadline

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By Gillian West, Social media manager

July 21, 2014 | 2 min read

KFC is harnessing the power of TV, out of home and social media in order to promote its new Great American Bites range.

Working with BBH London, the fast-food chain’s latest campaign tells the story of a real-life modern cowboy and his son and follows on from the ‘Bus’ campaign earlier in the year which saw the brand take a new creative direction with its advertising.

Jeff Labbe, the director, explained: “Our Hero Dad and Son had never stepped foot in front of a camera. The Dad has a rodeo past and now spends his days rounding cattle on his ranch.

“Three days after our shoot, our son (Jeffrey Spur Lacasse) won the Novice Bareback Championship at the Calgary Stampede - the biggest outdoor Rodeo in the world. The idea of being in front of a camera was probably a daring adventure for them, so in turn I guess that made perfect sense with the brief.”

Launched online on Friday (18 July), the ad will debut on TV tonight (Monday 21 July), and in addition to seeding the campaign online Fabric is launching a social campaign that will give one lucky KFC fan the chance to win a holiday to America with a friend.

BBH London KFC

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