Leveraging the well-known 1950’s slogan "it’s finger lickin' good".
KFC Australia has unveiled a significant brand shift; a new philosophy set to infuse multiple aspects of the brand.
‘KFC FLG’, developed by Ogilvy, was seen for the first time at the Big Bash League Cricket finals.
The tagline represents a cultural evolution of the brand leveraging the well-known 1950’s slogan "it’s finger lickin' good".
Ogilvy Sydney managing partner Aisling Colley said KFC has always been a bold global brand.
"With FLG, we're taking that boldness to a whole new level in Australia. This is more than a campaign; it's a declaration of who KFC is," she said.
"It's the first time we have codified its brand philosophy. FLG is an invitation to savour every moment, big or small, with the same passion and enthusiasm that is brought to the food. We believe it will resonate deeply with fans (and soon to be fans!) as something truly unique to KFC.”
'KFC FLG' will extend beyond traditional advertising, encompassing sponsorships and collaborations, including one with an award-winning Australian artist and key sporting partnerships to further amplify the brand's presence.
Yum! Brands group marketing director Sally Spriggs said 'KFC FLG' is a significant brand shift for new generation.
"'KFC FLG' is our invitation to Australia, to go all in and celebrate life how it should be celebrated - face first, fork free and fully in the moment," she said.
"This new brand philosophy is our commitment to delivering genuine and enjoyable experiences to our customers."
Credits:
Client: KFC Australia
Strategy and Creative: Ogilvy
PR: Ogilvy PR
Media: Essence Mediacom
Production: Hogarth
Director: Owen Trevor Black
Film Production Company: Rabbit
Digital: AKQA
In Restaurant: Design Intoto
