New KFC Zinger burger campaign via Ogilvy Sydney exposes competitor’s chicken patties
KFC Australia, via Ogilvy Sydney, has launched a cheeky advertising campaign that exposes the quality of its competitor’s processed chicken patties.
Using colourful puzzle blocks to show how its competitors build, break apart and fuse together a chicken patty, the TVC highlights the superior quality of the chicken in KFC’s Zinger burger.
Nikki Lawson, chief marketing officer, KFC SOPAC, said the new advertising campaign which is being rolled out nationally across television, radio, digital and print channels this week, was developed to reinforce that KFC cooks with 100% chicken breast fillets from trusted, local suppliers.
Says Lawson: “There are currently a lot of chicken claims out there. This advertising campaign clears the air and demonstrates how KFC prides itself on delivering 100% whole, chicken breast fillets cooked in store by our dedicated cooks. This commitment to great tasting authentic chicken is part of our heritage and our DNA, passed down from the Colonel to generations of Australians.
In fact, we are so confident in the superior quality and great taste of our chicken products that this week we invite Australians to taste it for themselves. Visit your local KFC store on Thursday and when you purchase a Zinger burger we will throw in a regular chips and drink on us.”
The deal will run all day this Thursday 15 December at KFC stores right across Australia.
The advertising creative was developed by Ogilvy in partnership with MediaCom.
13 Comments
Check your spelling Ogilvy. That would be “ComplEmented…”. Unless of course the finest ingredients enjoy congratulating the breasts….
Aggressive – but I like it..They deserve a pattie on the back. You’d want to ensure your own coop was in order though with tactics like that…
what Pedant said
Just checked – and yes it is spelt “ig·no·min·y”
This makes me very angry.
I like it a lot.
Maybe the proof readers got retrenched with Ossie last week.
I want a free food.
In the world of short copy outdated ogilvy tries to wear two hats! This is bad, I always feel when a brand has to attack another brand it comes across like a whinging sibling. After all it’s easier to mock others than promote yourself.
The long copy just seems needless if the art direction had been powerful, but hey it is Ogilvy work.
Gen y junior thinks 4 bullet points is long copy and he uses exclamation marks in his comments!
Bet you’re really killing those web banners, games and facebook apps son!
This ad needs a lot of reductionism.
I like it. It’s a proper hard-selling ad and it makes a point.
Never a problem starting a fight as long as you sure you’re going to win.
Bit old-fashioned looking, but so what? It’ll leap out of the paper.
The telly’s dreadful though.
What shape is a chicken pattie supposed to be?
A deformed chicken in a KFC ad – a little close to the bone wouldn’t you say?