Tasty rebranding for KFC

Singapore - Kentucky Fried Chicken has embarked on a brand overhaul and communicated it by centering its latest ad campaign on the key benefit of 'taste' - it is also making operations and offerings improvements.

With a tag line 'Give in to the real taste', the rationale for the campaign was due to its ultimate aim of getting its customers to submit to the lure of KFC and quell their desires.

"Give in to your cravings, be comfortable eating with your hands and even lick your fingers after the meal. In short, we want consumers to cast away their inhibitions and be true to their cravings and desires and ‘give to the real taste," KFC's director of marketing, Virginia Ng, said.

The campaign for this year differs from the past as the company has taken a thorough approach in ensuring its product, the food, is in line with its commitment to taste. Its ingredients, food preparation, and staff have been subjected to quality checks and improvements, such as better food preparation practices and certifying its cooks, have been made.

Conceived by McCann Erickson Singapore, the multimedia integrated campaign involves ads on terrestrial and cable TV as well as print, online, outdoor and in-store communications. Supporting initiatives include marketing mechanisms such as purchase with purchase and a photo collage competition to further involve its customers.

"KFC has an amazing range of tempting food. Giving in to temptation would only be natural. The campaign uses charm, wit and tongue-in-cheek humour to try and tempt people from all walks of life, to give in to the real taste of KFC." McCann Erickson ECD Farrokh Madon, said.