KFC Australia celebrates the ‘Home Cricket Ground’ in new campaign via Ogilvy, Sydney

KFC Australia has today launched its 2014/2015 cricket campaign via Ogilvy Sydney, with a TVC celebrating the ‘Home Cricket Ground’, or ‘HCG’ – the place where Aussie fans love to watch cricket.

With the majority of Australians following the cricket in their own living room, KFC wants to toast the HCG in recognition of its importance to cricket fans around Australia.

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The new campaign focuses on the traditions of coming together with friends and family to watch the cricket at home. With every cricket-mad household having its own rituals for watching games, KFC wants to deliver some fun along with that delicious taste to HCGs around Australia this summer.

The campaign launches today with a brand spot which follows a family through the ages – initially set in a living room in the 70s, we watch the family grow and change through each decade to finish with them enjoying KFC together and watching cricket in the present day. Further 15″ retail TVCs will be launched to support a range of new and returning products across December and January.

Fans, players and anyone in the cricket community will be encouraged to showcase their own HGC using #theHCG across social media. KFC will support this through a fully integrated campaign across multiple channels and touch points, including an upcoming partnership with Channel 9 that will allow one lucky fan to win “Your HCG at the SCG” – a private box decked out like a lounge room, to watch the cricket in ultimate comfort with friends and family.

However it’s not just at home where KFC will be focusing its sponsorship. Fans at stadiums around the country will also get the chance to upgrade their own HCG experience. The new ‘Catch a Six’ promotion during the Big Bash League will give lucky fans the chance to win a home theatre system if they catch a six wearing a limited edition KFC Big Bash League team bucket on their heads.

Says Valerie Kubizniak, marketing director, KFC: “We’re very proud to support Australian cricket and we’ve been doing so for over a decade. This summer, we want to celebrate the Aussie tradition of getting everyone over to watch the game, in their own HCG, and enjoying the delicious taste of KFC.”

KFC is a Gold Partner of Cricket Australia, and will continue to hold the naming rights to the KFC T20 International and T20 Big Bash League, a partnership that started in 2003.

Says Mike McKenna, executive general manager of operations, Cricket Australia: “We’re very grateful for KFC’s continued support of Australian cricket. The relationship between CA and our commercial partners provides the financial foundations that underpin the success of the game, from the grassroots to the elite levels of competition. KFC’s Home Cricket Ground campaign presents a great way to acknowledge the millions of cricket fans around the country who follow the action each summer from their living rooms.”

Client: KFC Australia

Creative Director: Gilbert Chin