With the arrival of another characteristically unpredictable British summer, complete with gathering clouds and the first raindrops splattering against the windows, KFC has released its latest ad for the Ultimate BBQ Burger, which promises to be a soothing counterbalance to the often gloomy summertime weather.
An Accurate Taste of Summer in Britain
The London agency Mother created KFC’s campaign, which defies convention by fusing whimsicality with the harsh realities of British weather, turning summertime advertising on its head. The advertising connects with the audience via a shared, although rainy, experience by highlighting the all-too-familiar downpours that characterise the season instead of beautiful skies and ideal picnics.
The campaign’s core is a 60-second short that encapsulates British resiliency and was directed by Sam Pilling through Magna. The commercial shows a young lady enjoying the new Ultimate BBQ Burger while enduring a downpour without losing her cheer. The setting is situated on a normal high street in the UK, turning the ordinary into a joyful act of resistance against the weather.
Savouring Every Bite, No Matter the Weather
The Ultimate BBQ Burger is more than simply a seasonal special; it’s a representation of KFC’s profound awareness of its patrons’ actual experiences. The burger claims to give a blast of tastes that can brighten even the gloomiest of days. Its components include the renowned Original Recipe Chicken fillet, cheese, crispy onions, fresh lettuce, and a coating of sweet, sticky BBQ sauce all served in a brioche-style bun.
The campaign’s fundamental message is emphasised by Leo Sloley, Head of Advertising and Retail at KFC: “Most of us associate the BBQ season with get-togethers in gardens, replete with erratic weather and food. We at KFC are passionate about serving customers the new Ultimate BBQ Burger this season, regardless of the British weather since we know a thing or two about doing BBQ the proper way.”
Multichannel Proficiency
The campaign’s effectiveness comes from both its universal story and its thorough implementation across a variety of media. Starting on April 29, the heroic movie will be available on broadcaster video-on-demand and linear TV. KFC’s approach, which complements the movie, consists of a number of out-of-home, in-restaurant, and social media executions intended to increase the campaign’s impact and reach.
Specifically, the social media element makes use of comedy and regional cultural allusions to connect with the viewer and inspire them to share their own experiences with rainy BBQs.
A local campaign
KFC’s most recent advertisement for the Ultimate BBQ Burger serves as an example of how companies may elevate and embrace the commonplace to build stronger relationships with their target customers. KFC’s choice to recognise and embrace this fact in a nation where summer rains are more often than sunny days is a novel approach to seasonal advertising.
KFC offers a burger and encourages a sense of joyful resilience by coordinating the debut of its product with a widely shared experience. This makes every rainy day much more delectable and tolerable.
Source:
www.kfc.co.uk › kfc-ultimate-bbq
