Mother: Only at KFC

Success breeds admiration. Admiration breeds imitation. There are many restaurants out there trying to be like KFC. Especially in the UK. Mother’s new campaign reminds chicken lovers that there’s only one KFC, with a film that evokes all of the qualities that make KFC, KFC – its deep south USA roots, the Colonel and its special recipe deep-fried chicken.

“Colonel Sanders hits the streets of the UK, where he finds plenty of fried chicken pretenders. From AFC to ZFC, there can scarcely be a more heavily imitated brand in the world than KFC. And although they can try to match the name, and can draw heavy inspiration from the logo, the reality is that this legion of imitators will never be able to match the iconic taste of KFC,” stated Mother.

The 60 second commercial is a classic western-style film set to a specially-commissioned Royal Philharmonic Orchestra performance of Love Theme by Nino Rota – which has been released by Decca Records.

In press and outdoor, Mother plays its hand as the original and superior chicken brand. It presents the whole alphabetic array of fake chicken brand names that could try to ride on KFC’s coat-tails – from AFC to ZFC – with the comment, Guys, we’re flattered.

Meghan Farren, chief marketing officer at KFC UK & Ireland, stated, “It’s flattering to have this entire legion of imitators, and we wish every chicken shop out there the best of luck. But there’s nowhere else you can get the Colonel’s Original Recipe. We invest time, effort and skill into freshly hand-breading Kentucky Fried Chicken in our kitchens – all day, every day – and that’s why you can only get KFC at KFC.”

Hermeti Balarin, partner at Mother, added, “There’s only one colonel in Chicken Town. And his name is Harland Sanders. Capice?”

The campaign is running on TV and in cinema, supported by out of home, press, social and digital.

Credits:

Creative: Mother

Strategy: Mother