Creativity Kfc Greggs

KFC advertises bacon burger outside Greggs, home of the vegan sausage roll


By Imogen Watson | Senior reporter

May 8, 2019 | 4 min read

KFC has playfully taken aim at the vegan diet movement with the launch of its meaty, and strategically-placed, 'I Love You Bacon Burger' campaign.

KFC launches 'I Love You Bacon' burger with perfectly placed OOH campaign

KFC launches 'I Love You Bacon' burger with perfectly placed OOH campaign

Running under the tagline 'bad timing never tasted so good' the fast-food chain is running a series of OOH ads centred around the idea that the launch of its carnivorous burger couldn't have come at a worse time, given that veganism is on the rise.

Dubbing 2019 as the 'year of the vegan,' KFC is cheekily inviting customers to try its triple-layered bacon burger before they go off meat forever.

The campaign, created by Mother, features a number of posters situated in close proximity to Greggs bakers – the forefather of the divisive vegan sausage roll.

The ads display provocative phrases like 'Vegan sausage it ain't' and 'try one before you turn vegan' displayed outside Greggs around the UK.

The text on one of the ad reads: 'Let's be frank - we've timed this burger badly. It's coming out during a time when unprecedented numbers of people are eschewing meat, and embracing aubergine.'

It continues: 'It might be the worst possible point in history to launch this burger. But bad timing never tasted so good.'

Try one before you turn vegan

Discussing the campaign, Marcus Buck senior brand manager at KFC said: “Let’s face it, we’ve timed this burger badly. We’re launching the I Love You Bacon Burger in a year when unprecedented numbers of people are eschewing meat and embracing the aubergine.

"But for those bacon lovers that remain, this one’s for you. It’s so irresistibly tasty – try one before you turn vegan.”

Adding to this Hermeti Balarin executive creative director at Mother UK said: “Launching a triple meat burger that was two years in the making, with millions of people having turned vegetarian since? You have to give it to KFC for being Fingerlickin’ brave."

KFC: I Love You Bacon Burger by Mother


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