Page 38 - AdNews Magazine May-June 2022
P. 38
Feature
KFC Degustation
Taking the Colonel to a place he’s never ventured, deep into the world of food snobs.
Bridget Jung, chief strategy & creative officer, Ogilvy PR, and Toby Talbot, chief creative officer, Ogilvy Network ANZ:
KFC Degustation, nearly two years in the making, finally became reality on April 1. The perfect launch date we thought.
This campaign builds on the brand’s success with Michelin Impossible in 2019 and highlights the shift in a marketing strategy from saying to doing.
In 2019 we started a conversation about KFC being worthy of a seat at the fine dining table. In 2022, we actually built our own fine dining restaurant from scratch and designed an 11-course degustation menu to give Australia’s most discerning, respected and influential food critics a way to openly admit to loving KFC.
We worked around the pandemic, rescheduling twice due to lock- downs. This gave more time to craft every detail of the campaign.
We spent more than a year working with Nelly Robinson (aka Australia’s degustation king) to develop each of the 11 courses.
WORDS BY
BRIDGET JUNG AND TOBY TALBOT
