( Project 4 )
Kentucky Fried Chicken:
It’s apparent that KFC’s growth has been pretty stagnant as of late. Colonel Sanders isn’t going anywhere… But he’s been places. We’ve just been alerted that some of Colonel’s history has come to light… and he isn’t the man we think he is. Consumers are prompted to help KFC get to the bottom of this mistake and to show that while his character is quirky, we’re proud to call him the face of fried chicken. In “freeing the Colonel,” we’re setting up KFC to redefine the brand’s voice and introduce annual Free Chicken Day.
This integrated campaign utilizes strategy of exclusivity and mystery to trojan horse an accessible, contagious campaign that positions Colonel Sanders as a main player in the fast food mascot game again.
( Strategy & Art Direction )
( Strategy & Copywriting )