KFC’s latest campaign explodes the senses

Hong Kong - A new Kentucky Fried Chicken campaign attempts to visualise the sensations it believes its new black pepper chicken product evokes among it's consumers.

The M&C Saatchi conceptualised 30 second TV spot features a young lady sinking her teeth into a crispy piece of black pepper chicken and viewers are able to see the "explosive sensations" evoked from the visions in the lady's mind when tasting the chicken.

"KFC is sticking to what people are looking for: fresh, hearty and great-tasting food. This campaign simply centres around the taste and experience of the food, but in a way that stirs the imagination and sparks the senses of people," Sandy Chan, ECD for M&C Saatchi Hong Kong said.

She added that the new TVC does not follow the typical fast food advertisement formula of using celebrities to endorse the brand but to focus on the consumer's personal interaction to the product.

"Consumers appreciate the unique taste of KFC's food and truly enjoy every bite of it, to the extent that they are deeply engaged in every moment of consumption. This is, indeed, our core brand essence and basis of our new "Taste the Moment" campaign," Emily Wong, marketing director for KFC said.

The ad campaign started last week and will run till August. An outdoor campaign on the MTR will also be launched later.

Mindshare Hong Kong handled media buying and planning duties.