This KFC Ad Is A Masterpiece In How To Positively Ignore Human Insight
I laughed my head off last year when this KFC ad was released, I laughed even harder when I saw it on TV yesterday.
Obsessing over the consumer and finding genuine human insights and truth, are principles I believe are central to any good communications activity.
But sometimes, there’s a need to disregard the consumer and stand strong in your brand’s ethos. KFC has mastered the art of this–strengthening its brand positioning in the process.
When done with humour, poking fun at your audience is a strong way to drive effectiveness and this ad is an example. Last year’s campaign drove a 6.8% increase in KFC’s advertising awareness and returned £0.47 in pure profit for every £1 spent.
With this year's ‘Believe In Chicken’ platform, allowing the ad to be closer to the brand, I’m sure this year’s campaign will drive even more effectiveness.
Also lovely to see great creative get a re-run, the industry gets bored quicker than the consumer. Big applause to the Mother and KFC team for getting it spot on again.
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