KFC has launched its latest brand campaign “Taste The Epic” targeting the youngsters that do not like to settle, because for them, good just is not good enough.
As per the brand, the campaign celebrates KFC’s range of bestselling menu items- from the Hot and Crispy Chicken, Hot Wings to the boneless Chicken Popcorn, and Peri-Peri Boneless Chicken Strips, to the variety of Zinger Burgers, Rolls and more.
The campaign introduces a bold and epic feel and transforms KFC fan favourites into superheroes. The film opens to an ongoing college fest. But a bored GenZ crowd. For the generation that wants more, this seems mundane and nothing out of the ordinary.
Dissatisfied with the ordinary, two friends decide to leave the concert and embark on a quest for greatness. The duo walk across empty streets in search of this greatness, boredom flashing on their faces until they find themselves in front of KFC. The mundane is immediately forgotten as they peer into the glowing red windows of a KFC restaurant.
The duo on-screen is transfixed as they can not decide what to eat amongst the choices. The voiceover brings alive how they are going to discover greatness in shapes unseen and ways unheard, all while food, and the loud crunch of KFC favourites plays on the screen. The protagonists are lost in the “EPIC” world of KFC and it’s only when asked, “Are you ready to order?”, that they return to reality, ready to indulge in KFC favourites.
The campaign will run on TV and digital platforms, along with a robust 360-degree plan.
Speaking on the development, Aparna Bhawal, CMO, KFC India and Partner Countries, said, “Nobody makes chicken like we do, or offers the kind of abundant variety KFC has. ‘Taste the Epic’ is a bold celebration of KFC’s unmatched taste and variety. Right from cult favourites like Hot & Crispy to boneless snacking options like Chicken Popcorn, to a variety of burgers, rolls and more, there’s something for everyone – whether existing brand loyalists or those trying our food for the first time. The new campaign film, which is the first piece of work showing the fresh, dynamic look for our iconic brand, is based on the insight that “good’ just isn’t enough. Today’s generation wants bigger, bolder, and more from everything and every experience. And that’s exactly what they get at KFC- an EPIC meal and experience every single time. Consumers will get to experience KFC’s new look & feel over the next few months across various touchpoints.”
Further, Ashima Mehra, CEO, FCB India, said, “In an overstimulated world, where ‘good’ is no longer enough, the campaign captures the relentless pursuit of elevated experiences of today’s generation. It’s no longer about meeting expectations but exceeding them. And that’s exactly what KFC’s golden, crispy chicken in a variety of irresistible flavours and forms delivers. It’s not just good, it’s EPIC!”
To this, Mayuresh Dubhashi, CCO, FCB India, said, “KFC is all about taste that’s unmatched, served in formats that are unmatched too. From the Zingers to the Popcorn, to the Bucket; you name it and KFC has got it. The one right superlative for all this is EPIC. Nothing less than that will do. This new campaign is an ode to this feeling, done in a new and exciting way; a trailer almost, for something EPIC coming India’s way. A sort of a cool, irreverent response to the sentiment of the generation that feels even good is not good enough now.”
