KFC Australia goes full chicken in new rebrand and campaign via Special Australia
KFC Australia is going all in on its chicken obsession with the launch of Go Full Chicken, a new brand platform and the first work from Special since the agency’s appointment earlier this year.
Go Full Chicken is built on a simple belief: great chicken comes from an obsessive commitment to doing things properly. It celebrates those who take chicken seriously – from the KFC cooks who prepare each piece by hand every day, to the dedicated fans who appreciate the extra effort.
The brand launch film, directed by Stefan Hunt from EXIT, tells a story of devotion through a beautifully choreographed ice skating routine between a KFC Cook and a fried chicken drumstick. The unexpectedly moving dance is set to a reimagining of Rick Astley’s Never Gonna Give You Up.
KFC SOPAC Chief Marketing Officer Vanessa Rowed said the platform signals a new chapter for the brand: “Continuing to evolve and reinvent ourselves is part of our success story. Go Full Chicken is more than a campaign. It’s a belief that informs everything we do. It shines a light on the extraordinary care, craft and dedication that goes into our chicken, while giving us a powerful new platform to create entertaining work that is as iconic as our product and brand.”
Special CCOs Tom Martin and Julian Schreiber said the team set out to create a platform that could become a lasting asset for the brand.
Says Martin: “Every great brand platform starts with a truth. Go Full Chicken takes KFC’s obsession with doing chicken properly and turns it into a platform for bold, entertaining work.
Says Schreiber: “And it lets KFC plant a flag in culture, because Go Full Chicken gives us permission to create a unique brand voice people genuinely want to spend time with.”
Special Global Partner Cade Heyde said the campaign marked the beginning of an ambitious new partnership: “From our first conversations, it was clear we shared the same ambition for the brand. This is the first expression of that ambition, and the beginning of a partnership focused on building the next chapter of KFC’s cultural relevance.”
The campaign launches this week across cinema, television and digital channels, marking the first expression of a platform that will extend across sponsorship, outdoor, social, influencer and Google experiences throughout the year.
The Australian campaign coincides with a new visual identity for KFC globally, which was also launched today.
The campaign also draws on KFC’s new global visual brand identity, designed to feel more modern and distinctive but still unmistakably KFC.
APAC CREDITS
Client: KFC Australia
Chief Marketing Officer: Vanessa Rowed
Marketing Director: Sabrina Douglas
Group Marketing Manager: Jessica Farahar
Brand Manager: Jordana Smith
Brand & Communications Manager: Gabby Hunt
Head of Media: Bridget Cooper
Media Manager: Christian Fox
Agency: Special
CEO/Partners: Lindsey Evans & Cade Heyde
CCO/Partners: Tom Martin & Julian Schreiber
CSO/Partner: Dave Hartmann
Creatives: Gabe Woodmansey & Jono Aidney
Social Creatives: Harry Roth & Eliza Smith
Design Director: Dan Jones
Client Partner: Jaimee Kerr
Team Lead: Steffi Arbon
Business Director: Elliot Aitken & Annabelle Massera
Senior Strategist: Adelaide Day-Collett
Head of Print: Nick Lilley
National Head of Production: Tash Johnson
Senior Producer: Amanda Collins
Social Producer: Olivia Jeavons
Social Director: Harry Roth
Finished Artist: Jennifer Bailey
Film Prod Co: EXIT
Managing Partner: Wilf Sweetland
Managing Partner: Declan Cahill
Executive Producer: Leah Churchill-Brown
Head of Production: Jacquie Riley
Director: Stefan Hunt
Producer: Alice Grant
D.o.P: Campbell Brown
Choreographer: Vanessa Marion
Casting: Citizen Jane, Natalie Harvey
Edit: The Editors, Mark Burnett
EP, The Editors Nicoletta Rousianos
Producer, The Editors: Isabella Key
Grade: Fergus Rotherham
VFX & Online: Fin Design & Effects
VFX Supervisor: Mikey Brown & Rob Grbevski
VFX Producer: Isabelle Vitelli
Music Supervisor: Anton Trailer, Trailer Media
Music Composition / Re-Record: Mr Pape
Audio Production: Sonar Music
Executive Producer: Sophie Haydon
Audio Producer: Ellie Brandwood
Sound Design: Timothy Bridge & Andy Stewart
Media Agency: Essence Mediacom
INTERNATIONAL CREDITS
Client: KFC Australia
Agency: Special
Film Production Company: EXIT – Stefan Hunt
Edit: The Editors
VFX & Online: Fin Design & Effects
Music rerecord: Mr Pape
Music Supervision: Trailer Media
Sound Design: Sonar Music
Media Agency: Essence Mediacom Australia
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6 Comments
Everybody knows you never go full chicken.
Just would like to know are you going to cook kfc like they cook it in Thailand here in Australia I want eat it because it’s so greasy my suggestion is go to Thailand and learn how they cook nice crispy chicken not the greasy stuff that gets served up here
When are going to add coffee to your stores.everyone else has woken up.it has to be the bigest takeaway item in the country.nothing goes better with chicken than a good coffee.
Hi There
A quick positive on the Ad; it was very engaging with great sound and music re-structuring around an old classic. Well done Ad team.
Unfortunately, the video’s prop giant chicken leg looks extremely dry and unappetizing; doesn’t make me wanna give KFC another go I’m afraid.
Why do you have KIDS running your business they don’t give a rats about the customers and the presentation of your products is appalling NO pride in your product,you challenge them about things missing from your order and they are rude and obnoxious. Someone should teach them that the customer is usually right, KFC use to be great but in recent times it is CRAP You need to train your employees better.
Martin Madden.
First spend some real money on professional training people skills and letting them then get some professional cooking skills like let fat and grease drain off kids need repetitive training not a flash job reward them and make it worthwhile .
And stop using kids as cheap labor with paying them SUPERANNUATION!!?
LOWER THE PRICE OF ALL SOFT DRINKS INSTEAD OF RIP OFF Recommended RETAIL WOULD BE GOOD . OTHERWISE YOUR WASTING YOUR TIME AND MONEY