KFC has been finger lickin’ good since the 1950s.

Now KFC Australia has become KFC FLG. And that unleashes a whole new attitude.

Ogilvy Australia is integrating its legendary slogan into a new brand philosophy that will infuse multiple multiple aspects of the KFC brand.

The brand shift was seen for the first time at the Big Bash League Cricket finals on Australia (Invasion) Day. 

“KFC has always been a bold global brand, and with FLG, we’re taking that boldness to a whole new level in Australia,” stated Aisling Colley, managing partner at Ogilvy Sydney.  “This is more than a campaign; it’s a declaration of who KFC is. It’s the first time we have codified its brand philosophy. FLG is an invitation to savour every moment, big or small, with the same passion and enthusiasm that is brought to the food. We believe it will resonate deeply with fans (and soon to be fans!) as something truly unique to KFC.”

KFC FLG will extend well beyond traditional advertising, encompassing sponsorships and collaborations, including one with an award-winning Australian artist and key sporting partnerships to further amplify the brand’s presence. FLG will also appear on other KFC platforms throughout the year, with further details to be revealed as they launch.

Sally Spriggs, group marketing director at Yum! Brands, commented, “KFC FLG is our invitation to Australia, to go all in and celebrate life how it should be celebrated – face first, fork free and fully in the moment. This new brand philosophy is our commitment to delivering genuine and enjoyable experiences to our customers.”

KFC FLG can be seen in action here:

Credits:
Client: KFC Australia
Strategy & Creative: Ogilvy
PR: Ogilvy PR
Media: Essence Mediacom
Production: Hogarth
Director: Owen Trevor Black
Film Production Company: Rabbit
Digital: AKQA
In Restaurant: Design Intoto