KFC sequel

idealers creative marketing agency developed a new campaign for KFC Ukraine. The main topic was the movie, the «KFC sequel» campaign was dedicated to the introduction of a new line into the menu, but with an emphasis on the favorite product of customers – chicken. The slogan of the campaign sounded like this: «The same chicken in a new role.»

From the very beginning, idealers’ task was to natively introduce the Salsa line into the KFC menu, i.e. items with a traditional sauce of Mexican cuisine. But after research and surveys, it turned out that such an offer will not be unique for the Ukrainian audience, and few people will understand its value. So the brand strategists made a verdict: no one will come for salsa.

Therefore, KFC Ukraine announces the launch of a new line with an emphasis on the favorite product of customers – chicken. But under a new sauce, that is, in a different form. It is like a continuation of the first part of the film, where the main character is the same, but finds himself in a new situation. Therefore, the name of the «KFC sequel» campaign appeared to the creatives by itself, and the slogan sounded like this: «The same chicken in a new role.»

The basis of the advertising campaign was a movie theme, and the advertising video was created in the style of a trailer with a chicken in many roles at once. Key visuals and visual content for social networks were developed in the same style. The marketing strategy also included indoor and outdoor advertising and cooperation with bloggers.

To promote the KFC movie, it was decided to launch advertising in the Multiplex cinema chain in the trailer block and on the screens of the main shopping center of Kyiv – Gulliver shopping center.

Ads text:

We love KFC chicken for its classic roles
But this season we will see her in a new role
Salsa Family, Taco Brothers, Ms. Quesadilla
KFC menu. The same chicken in a new role.