KFC's new campaign is all about the cutlery - your hands.
The campaign, by Ogilvy & Mather Sydney, is based on the insight that KFC is best eaten with your hands, with images of people’s hands about to tuck into their KFC meal.
When crafting the execution, three diverse people were chosen with the aim of showing KFC is the food that lets you relax and be yourself, no matter who you are or where you’re from.
Each set of hands channels a different type of cutlery, which gives them their own personality; the hands with white sleeves reference bone-handle cutlery; the pale female hands reference designer cutlery with gold embellishments; the tattooed hands reference antique, engraved cutlery.
The campaign will be across print, outdoor, in-store posters and tray mats.
Agency: Ogilvy & Mather Sydney
ECD – Derek Green
CD – Shaun Branagan
Head of Art – Emmanuel Bougneres
Copywriter – Chris Ching
Art Director – Kate Shearer
Photographer - Jon Bader