It’s a veiled price promo – more chicken, same price. But in Special’s hands that becomes a surreal story about a KFC science lab working to develop boxes capable of holding ridiculous quantities of poultry.

The new campaign underlines KFC’s dedication to its new platform, Go Full Chicken. It’sbuilt on the belief that great chicken comes from an obsessive commitment to doing things properly, and the only way to do value properly is by building a box capable of containing total chicken abundance.

The campaign is led by a series of films set in a Secret KFC Box Lab and narrated by its fastidious Head Box Technologist, Ingvar [surname redacted]. Ingvar and his dedicated team carry out countless experiments in their pursuit of the perfect box – one that stands up to the gruelling pressure of excess chicken. According to the ever-serious Ingvar, “Box construction is no joke. It is the only way to achieve maximum chicken and excellent value for KFC’s customers.”

KFC SOPAC chief marketing officer, Vanessa Rowed, stated, “The new Boxfull range delivers fan favourites at incredible value, and this campaign brings our Go Full Chicken philosophy to life in a way that’s entertaining, unexpected and unmistakably KFC. Because great value advertising doesn’t have to shout the loudest, it just has to give people something worth watching.”

Special CCOs, Tom Martin and Julian Schreiber, added, “Everyone knows KFC is famous for its value-packed delicious chicken meals. But nobody ever talks about the plight of the weak, cardboard box. Is it up to the task of carrying this much chicken? Will it hold? What is maximum chicken capacity? All questions the new KFC Boxfull range now raises.”

The full campaign covers television, digital, social, influencer, radio and outdoor media placements.

Credits
Client: KFC Australia
Chief Marketing Officer, KFC SOPAC: Vanessa Rowed
Omnichannel Retail Director CX, KFC Sopac: Claire Whish-Wilson
Group Marketing Manager, KFC Sopac: Joanna Baxter
Brand Manager, KFC Sopac: Aimee Carroll Head of Media, KFC Sopac: Bridget Cooper
Marketing Manager (Media), KFC Sopac: Christian Fox

Agency: Special 
CEOs & Partners: Lindsey Evans & Cade Heyde
CCOs & Partners: Tom Martin & Julian Schreiber
CSO & Partner: Dave Hartmann
Creatives: Gabe Woodmansey, Jono Aidney, Jack Close & Zak Hawkins
Social Creatives: Harry Roth & Eliza Smith
Client Partner: Jaimee Kerr 
Strategist: Adelaide Day-Collett
Team Lead: Steffi Arbon
Business Directors: Alicia Aguilera & Elliot Aitken
National Head of Production: Tash Johnson
Senior Producer: Margot Fitzpatrick
Head of Print: Nick Lilley
Integrated Producer (Social): Will Sealey
Director & Creative (Social): Tom Lock
Head of Design: Adam Shear
Designer: Liam Kenny
Finished Artist: Jen Bailey
Production Co-ordinator: Serina King

Film Production Company: The Sweetshop
Director: Mark Albiston
Managing Director: Edward Pontifex
Producer: Tom Davies
DoP: Marty Williams
Casting: Danny Long  

Post Production: ARC Sydney
Edit: Graeme Pereira
Executive Producer: Daniel Bradford-Fry
Producer: Sally Quade
Grade: Billy Wychgel
Flame and Online: Richard Lambert & Viv Baker
Audio Production: Studio Tonic
Creative Director & Sound Design: Cameron Milne
Executive Producer: Emma Duncan
Music Supervision: Trailer Media
Music Supervisor:  Anton Trailer
Music: Get Inspired by Genesis Owusu

Photography Production Company:  Sam I Am
Photographer Benito Martin 
Executive Producer – Rich Cole 
Senior Producer – Sarah Hawkins  
Props & Wardrobe Stylist – Sofia Mussara  
Food Stylists – Jenn Tolhurst & Theressa Klien
Retouching: Nick Mueller
Media Agency: EssenceMediacom Australia