Kentucky Fried Chicken’s ownership of deep-fried chicken is under assault. What to do. In the US with agency, Highdive, the fast-food chain is doubling down on the greatness of its recipe through the obsession of its founder. Colonel Sanders has been quiet of late. Little wonder really. He’s no spring chicken (pardon the horrible pun).
Highdive has put him back in the spotlight, channelling something very like Gordon Ramsay’s propensity for fierce rage – but also, perhaps, borrowing some of that chef’s reputation for food excellence?
The Colonel sets restaurants on fire, throws pans and even punches an attorney who challenges him in trademark court.
The campaign, co-starring Matty Matheson from The Bear, is wonderfully different from the usual fast-food offerings. The story is gripping. And its message is loud and clear, re-establishing KFC’s position at the top of the fried chicken ladder (probably).
Colonel Sanders’ grumpiness is even endearing.
