Looks like chicken: KFC opens kitchen in transparency move and goes native

Rosie Baker
By Rosie Baker | 25 August 2014

KFC is opening up its kitchens so that people can really see what goes on behind the scenes. The fast-food retailer is attempting to change perceptions that its food isn't as fresh and wholesome as it claims.

The Open Kitchen initiative does what it says on the tin. KFC invites people into its kitchens in a bid to show it's not just microwaves and deep fryers. And it creates a load of content to use across its own and other media channels as a result. A TV campaign showing how KFC's Original Recipe friend chicken is made from scratch aired last night (24 August).

Nikki Lawson, chief marketing officer for KFC Australia, said: “Australians today want to know more about how their food is prepared when they visit our stores. For many years, people have believed that our KFC cooks simply drop frozen chicken into a deep fryer – but there’s a lot more to it than that.

“This campaign is about showing Australians the care our cooks take in delivering the iconic KFC taste ... hand-coating our fresh chicken with flour and The Colonel’s 11 secret herbs and spices throughout the day.”

KFC is also running native advertising activity across MamaMia and News.com.au around fresh Australian produce and suppliers.

KFC worked with Ogilvy, Edelman, MediaCom and Ensemble on the activity.

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