There’s nothing like the first bite. Of anything – love, a travel adventure, being home…and crispy fried chicken. But Mother thought of it first so the idea belongs to KFC. Although the execution of it owes much to Pavlov.
KFC’s latest campaign by Mother dramatises the anticipation of taking the first bite of crispy KFC chicken, the ultimate sensory experience. In a campaign that talks squarely to its legions of fans and soon-to-be fans alike, Mother focuses in on the iconic KFC-triggered enjoyment moment.
Leo Sloley, marketing lead at KFC UK&I, commented, “Through extensive research we found that the anticipation of the first bite of our famous fried chicken is a real peak moment in the KFC eating experience. People really do take their time to search out the crispiest, juiciest spot to take their precious first bite from. This whole campaign speaks directly to that relatable truth of how people savour our food.”
The campaign is running on TV, OOH, press and digital over the next few months, with the aim of sharing the ‘first bite’ love with existing, new and undiscovered KFC fans.
James Ross-Edwards, creative director at Mother, stated, “From the casting of director and photographers, to lighting, music, sound design and titles – every choice we made was about dialling-up the anticipation we all feel for that delicious, mouth-watering first bite of chicken. We hope we succeeded in making you hungry.”
Credits:
Client: KFC UK&I
Creative: Mother
Production Company: Canada
Director: Lou Escobar
Music Supervision: Leland
Post Production: Electric Theatre Collective
Colourist: Jason Wallis
Sound Design: No 8
Sound Engineer: Sam Robson