KFC’s taste is iconic in South Africa. Like finger lickin’ good iconic. But for the first time in history, people didn’t seem to think so. This was showed by declining sales and taste perception, moving down to #7 compared to competitors.
KFC needed to remind people just how far some they used to go for it.
KFC found a story that constantly resurfaced on social media; A MAN POSING AS A KFC FOOD INSPECTOR TO GET FREE FOOD – a true testament for the love for the Taste. This hungry legend became the inspiration and heart of the campaign to launch KFC’s new creative platform; ANYTHING FOR THE TASTE.
The campaign launched with a gripping 3-part web series featuring a fictitious Private Investigator, who was on the hunt for this man, while a dedicated hotline made every South African with a love for KFC a suspect.
Wanted posters were distributed online and in-store, while a legion of paid influencers helped drive the nationwide search before being picked up by organic conversations online.
Once KFC was back on everyone’s lips, an epic film was launched and dedicated to the fake food inspector, and his love for KFC. Inspired by heist movie genres, the Taste was the score, KFC was the mark, and the fake food inspector was the mastermind. This film became an instant cult classic and the most-watched advert on YouTube in 2022.
The campaign also included;
1. Paid and organic content creators that conducted their own investigations into the story, driving engagement and footfall in-store. The iconic Taste of KFC remained the topic of discussion across all content and social channels.
2. Online PR blurred the lines between fact and fiction to make the story more engaging and compelling – whilst driving the story wider with KFC’s taste at the heart of the conversation.
3. Live Radio opened the conversation around the iconic Taste of KFC, and the lengths some would do to get it. Some even confessing to be the elusive Fake Food Inspector. The audio clips were shared online to drive the conversation further and wider.
4. GDN banners followed the filmic theme of the campaign and drove people to watch the film through movie-style messaging and artwork.
Proving that some will do anything for the Taste.
PLEASE NOTE THAT I WAS NOT ON THE SHOOT FOR THE FILM, AND MY WORK IS INVOLVED IN THE DIGITAL AMPLIFICATION AND CREATIVE OF THE CAMPAIGN.
