KFC has launched a campaign for its new Boxfull value range developed by Special, built around the premise that the range packs too much chicken for an ordinary box to contain.
The campaign is led by a series of films set in a “Secret KFC Box Lab” and narrated by a character called Ingvar, identified as the lab’s “Head Box Technologist.” Ingvar and his team carry out experiments in pursuit of a box capable of withstanding the ‘grueling pressure’ of excess chicken.
The narrative is led by a voiceover in which Ingvar says, “Box construction is no joke. It is the only way to achieve maximum chicken and excellent value for KFC’s customers.”
The Boxfull campaign follows KFC’s ‘Go Full Chicken‘ brand launch. According to the release, ‘Go Full Chicken’ is built on a belief that great chicken comes from an obsessive commitment to doing things properly.
“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,” said Vanessa Rowed, Chief Marketing Officer, KFC SOPAC.
“Because great value advertising doesn’t have to shout the loudest, it just has to give people something worth watching.”
“Everyone knows KFC is famous for its value packed delicious chicken meals. But nobody ever talks about the plight of the weak, cardboard box,” said Tom Martin and Julian Schreiber, Chief Creative Officers, Special.
“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.”
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
CEO & Partners: Lindsey Evans & Cade Heyde
CCO & 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 Prod Co: The Sweet Shop
Director: Mark Albiston
Managing Director: Edward Pontifex
Producer: Tom Davies
D.O.P: 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’ Genesis Owusu
Photography Prod Co: 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
