Didsuhunshekfc? KFC’s ‘Hot & Spicy’ speaks for itself in new campaign via Ogilvy

Marking the return of its fan-favourite range ‘Hot & Spicy’, KFC has launched a new campaign claiming The Flavour Has Spoken, via Ogilvy.

Live this week across TV, OOH, radio, social, earned, in-restaurant and digital, the new campaign features a series of Hot & Spicy eating moments that leave people unable to speak coherently – all because its flavour has literally spoken. It was developed by Ogilvy in conjunction with KFC agency partners Ogilvy PR, EssenceMediacom, AKQA and Design Intoto.

Tami Cunningham, CMO at KFC Australia said the KFC Hot & Spicy range first debuted back in 1991, with fans calling for its return ever since: “The return of our fan-favourite Hot & Spicy has not only enabled us to have some fun with ourDid Someone Say KFC brand asset, but it’s also offering fans yet another unforgettable KFC flavour experience.”

As part of the campaign, an activation developed by Ogilvy PR will also see the Hot & Spicy range featured at a world-first ‘Colonel’s Spice House’ restaurant experience in Sydney’s Spice Alley in partnership with TikTok star Dimsimlum, along with a range of other pre-launch activities across multiple platforms.

Says Aisling Colley, managing partner, Ogilvy Sydney: “Using Did Someone Say KFC was a no brainer when it came to the problem we were aiming to solve – standing out as the original Hot & Spicy and showcasing the real flavour that is next level. Can’t-talk-properly-next-level. This integrated body of work delivers on crave and un-matched experiences to satisfy the ever-changing needs of KFC’s customers – and in a very playful way.”

Strategy and Creative – Ogilvy
PR – Ogilvy PR
Digital – AKQA
Media – Essence Mediacom
In Restaurant – Design Intoto
Production – Hogarth
Production Company – Hooves
Film Director – Jason Perini
Stills Photographer – Karima Asaad