KFC Australia has launched “Go Full Chicken”, a new brand platform that highlights the dedication, care and attention with which the company prepares its product. The campaign is presented with a love story on ice starring a KFC cook and a fried chicken leg.
The piece, directed by Stefan Hunt, from the EXIT production company, builds a figure skating choreography between both characters to the rhythm of a reinterpretation of “Never Gonna Give You Up”, by Rick Astley. The advertisement uses the solemnity and expressiveness of skating to represent the almost obsessive relationship between the person preparing the chicken and the product itself.
The campaign marks Special’s first work for KFC Australia since the agency took over the account at the beginning of 2026. “Go Full Chicken” was born as a long-term platform and not only as a slogan associated with a specific execution, to highlight both the cooks who manually prepare each piece in the restaurants and the consumers who recognize and appreciate that additional work.
The ad features the cook and the chicken thigh as a figure skating couple. The relationship between the two is expressed through coordinated movements, elevations and displacements on the ice, in a staging that combines romanticism, humor and a deliberately excessive visual execution.
The choice of “Never Gonna Give You Up” reinforces the idea of permanent commitment to the product. The song, reinterpreted for the campaign, accompanies a story that takes the daily work of preparing chicken into the emotional realm.
“The platform offers us a powerful base to create entertaining work, as recognizable as our product”
“Continuing to evolve and reinvent ourselves is part of our success story. ‘Go Full Chicken’ is more than a campaign. It is a belief that guides everything we do”said Vanessa Rowed, Marketing Director of KFC SOPAC. “The platform focuses on the extraordinary care, craftsmanship and dedication behind our chicken, and at the same time offers us a powerful basis to create entertaining works, as recognizable as our product and our brand”he added.
“Go Full Chicken” is the first public expression of the collaboration between KFC Australia and Special. The agency was selected by the brand at the beginning of the year and has developed the platform with the intention of expanding its cultural relevance and building its own voice.
“Every great brand platform starts with a truth. ‘Go Full Chicken’ takes KFC’s obsession with preparing chicken well and uses it as a foundation for bold and entertaining work”explained Tom Martin, Co-Creative Director of Special.
“It was evident from our first conversations that we shared the same ambition for the brand. This is the first expression of that ambition and the beginning of a collaboration focused on building the next chapter of KFC’s cultural relevance”commented Cade Heyde, Global Partner of Special.
The Australian launch also coincides with the unveiling of a new global visual identity for KFC. The platform thus debuts at a broader moment of renewal for the brand, in which the product, personality and cultural presence take on a central role.
