KFC He ensures that their chicken strips are prepared by hand and at the time in their restaurants: they are cut, fried and delivered with unique forms that move away from the homogeneity of other proposals. It is a competitive value in a market that understands what “handmade” as a synonym for quality and authenticity, but that many consumers still They do not associate with the fried chicken brand.
“With this campaign we get some posters as unique as our fried chicken”
To turn that situation, KFC France has carried out the action “Billboard Handmade” (“Handmade posters”)an action devised by the creative agency Havas Paris. The initiative starts from a very simple idea: yes Chicken strips are prepared by hand And in situ every day, “Why not apply the same method to the advertising campaign itself?”, Explains the agency in a statement.
Thus, an exterior advertising campaign that carries the crafts of the kitchens to the advertising supports has been developed. In a video shared by the agency, it can be seen that the brand has served a red marker, a KFC worker with experience in kitchen and illustration, and a JCDecaux coach. The result are unique pieces in 73 locations that seek reflect the artisanal character of chickennext to the phrase “artisanal chicken strips in situ”
According to the agency, to carry out this idea dispensed with any type of file or printing. The artist stopped on each support selected to draw the poster, establishing parallelism with the production processes that KFC follows to prepare his product. “With that we get some posters as unique as our fried chicken”, They point out.
“Here, ‘handmade in situ’ not only describes the product, but defines the entire campaign“, indicates the agency in reference how the idea shapes both the message and activation.”It is a creative and bold statement, materialized with a radical simplicity, where the message and execution are merged into one”
Value the authentic
It is not the first time that KFC Innova in exterior advertising to value the handmade process of its fried chicken. At the beginning of last year, and also by the hand of Havas Paris, he launched “Unique Billboards”an action recognized in the last edition of Cannes Lions.
Under the concept “Perfectly imperfect”the brand moved the unique form of each of its chicken pieces to hundreds of advertising supports of the main cities of France. He collaborated with Clear Channel to modify the shape of the supports and that will directly appeal to the shape of the product.
