KFC Australia has launched its new Boxfull value range with a fully integrated campaign via agency Special, anchored by a comedic hero film centred on the structural integrity of cardboard boxes under the pressure of “excess chicken.”
The campaign, which broke last week, extends the brand’s recently launched ‘Go Full Chicken’ platform. It rolls out across television, digital, social, influencer, radio, and out-of-home placements.
Creative executions are built around a fictional ‘Secret KFC Box Lab’, fronted by a deadpan character named Ingvar – the brand’s self-appointed ‘Head Box Technologist’ – who subjects boxes to rigorous testing in pursuit of the perfect vessel for maximum chicken.
Integrated campaign across six channels
KFC SOPAC Chief Marketing Officer Vanessa Rowed said the Boxfull range delivers fan-favourite menu items at a value price point, with the campaign designed to reflect the brand’s broader philosophy.
“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,” said Rowed.
“Because great value advertising doesn’t have to shout the loudest, it just has to give people something worth watching.”
Special Chief Creative Officers Tom Martin and Julian Schreiber said the brief led the team toward the overlooked engineering challenge at the heart of a value meal.
“Everyone knows KFC is famous for its value-packed, delicious chicken meals. But nobody ever talks about the plight of the weak, cardboard box,” said Martin and Schreiber.
“Is it up to the task of carrying this much chicken? Will it hold? What is the maximum chicken capacity? All questions the new KFC Boxfull range now raises.”
Credits
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