KFC
We spotted Britain’s obsession with gravy and built a campaign around it. Rrolling out bold billboards and magazine ads that reignited KFC’s brand love and lifted recall by 35%.
The Challenge
KFC needed to reignite excitement and brand love across the UK after a period of flat engagement.
What We Discovered
They were competing for attention in a crowded fast-food market dominated by aggressive advertising from rivals.
The Problem
Their brand presence had become predictable and risked losing cultural relevance among younger British audiences.
Understanding The Brief
Their campaigns lacked a strong hook that resonated with the uniquely British audience.
Approach
We tapped into Britain’s love of gravy, crafting bold, appetite-driven visuals that reignited KFC’s cultural relevance and lifted brand recall nationwide.
Solution
Identified a powerful USP in KFC’s iconic gravy, tapping into Britain’s obsession with comfort food.
Developed a creative direction centred around mouth-watering visuals of gravy dripping over succulent chicken, designed to spark appetite and emotional connection.
Rolled out billboards in high-traffic UK cities including London, Manchester and Birmingham showcasing bold, close-up shots of KFC chicken with rich gravy, designed to stop people in their tracks.
Delivered full-page magazine placements featuring the same gravy-first creative, extending the sensory storytelling into print.
Coordinated placements for maximum impact, ensuring the campaign felt consistent, bold, and unmistakably KFC.
