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KFC turns to its customers for latest ad campaign

LOUISVILLE Ky. KFC plans to break a 15-second TV spot Tuesday that consists entirely of consumer-generated video pulled from various Internet sites.

The spot, developed by Draft/FCB Chicago, is the latest ad promoting KFC's April switch to cooking oil free of trans fat. The promotion will debut during the finale of the television show "American Idol."

Titled "Celebration," the spot features 13 clips showing people caught in the act of celebrating a special moment, such as a birthday or team victory. One clip includes a young woman who had tried out repeatedly for "American Idol" but never made the initial cut.

The spot continues KFC's "The Bucket's Back" campaign, which launched in April, when the chain switched to the new cooking oil in its 5,500 U.S. units.

"We kept the finger lickin' good taste of KFC when we rolled out our zero grams of trans fat per serving menu items last month - and America has sounded its approval," said James O'Reilly, chief marketing officer for KFC. "The people who love KFC are the heroes of our brand, so how better to bring that excitement to other consumers than by showing the celebrations of real people?"

KFC, based here, is a 14,000-plus-unit subsidiary of Yum! Brands Inc.

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