KFC’s ‘Secret Box Lab’ puts cardboard through its paces in new ‘Boxfull’ campaign via Special

KFC’s new value range packs far too much chicken for ordinary cardboard to contain. So a crack team has been working around the clock to develop boxes capable of holding ridiculous quantities of poultry. Such is KFC’s dedication to ‘Go Full Chicken’, brought to life in a new campaign via Special.

 

Hot on the heels of its ‘Go Full Chicken’ brand launch comes KFC’s campaign for its new Boxfull value range. Go Full Chicken is built on a belief that great chicken comes from an obsessive commitment to doing things properly, and the only way to do value properly is by building a box capable of containing total chicken abundance.

The campaign is led by a series of films set in a ‘Secret KFC Box Lab’ and narrated by its fastidious ‘Head Box Technologist’, Ingvar. Ingvar and his dedicated team carry out countless experiments in their pursuit of the perfect box: one that stands up to the gruelling pressure of excess chicken. According to the ever-serious Ingvar, “Box construction is no joke. It is the only way to achieve maximum chicken and excellent value for KFC’s customers.”

Says Vanessa Rowed, Chief Marketing Officer, KFC SOPAC: “The new Boxfull range delivers fan favourites at incredible value, and this campaign brings our ‘Go Full Chicken’ philosophy to life in a way that’s entertaining, unexpected and unmistakably KFC. Because great value advertising doesn’t have to shout the loudest, it just has to give people something worth watching.“

Says Special CCOs Tom Martin and Julian Schreiber: “Everyone knows KFC is famous for its value packed delicious chicken meals. But nobody ever talks about the plight of the weak, cardboard box. Is it up to the task of carrying this much chicken? Will it hold? What is maximum chicken capacity? All questions the new KFC Boxfull range now raises.”

Boxfull has launched with a fully integrated campaign, rolling out tailored creative across television, digital, social, influencer, radio and outdoor media placements.

Client: KFC Australia
Chief Marketing Officer, KFC SOPAC: Vanessa Rowed
Omnichannel Retail Director CX, KFC Sopac: Claire Whish-Wilson
Group Marketing Manager, KFC Sopac: Joanna Baxter
Brand Manager, KFC Sopac: Aimee Carroll
Head of Media, KFC Sopac: Bridget Cooper
Marketing Manager (Media), KFC Sopac: 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, Jack Close & Zak Hawkins
Social Creatives: Harry Roth & Eliza Smith
Client Partner: Jaimee Kerr
Strategist: Adelaide Day-Collett
Team Lead: Steffi Arbon
Business Directors: Alicia Aguilera & Elliot Aitken
National Head of Production: Tash Johnson
Senior Producer: Margot Fitzpatrick
Head of Print: Nick Lilley
Integrated Producer (Social): Will Sealey
Director & Creative (Social): Tom Lock
Head of Design: Adam Shear
Designer: Liam Kenny
Finished Artist: Jen Bailey
Production Co-ordinator: Serina King

Film Prod Co:  The Sweet Shop
Director: Mark Albiston
Managing Director: Edward Pontifex
Producer: Tom Davies
D.O.P: Marty Williams
Casting: Danny Long

Post Production: ARC Sydney
Edit: Graeme Pereira
Executive Producer: Daniel Bradford-Fry
Producer: Sally Quade
Grade: Billy Wychgel
Flame and Online: Richard Lambert & Viv Baker

Audio Production: Studio Tonic
Creative Director/Sound Design: Cameron Milne
Executive Producer: Emma Duncan

Music Supervision: Trailer Media
Music Supervisor:  Anton Trailer
Music: ‘Get Inspired’ Genesis Owusu

Photography Prod Co:  Sam I Am
Photographer Benito Martin
Executive Producer – Rich Cole
Senior Producer – Sarah Hawkins
Props & Wardrobe Stylist – Sofia Mussara
Food Stylists – Jenn Tolhurst & Theressa Klien
Retouching: Nick Mueller

Media Agency: EssenceMediacom Australia

 

Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin.              Subscribe to Campaign Brief Magazine.

#More Creative News   #No paywalls   #No annual membership fees

Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel