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Editor's Pick. KFC's "Emergency Chairs" advert

Client: KFC

Agency: Bartle Bogle Hegarty

Fast food chain KFC has launched its first brand campaign in more than seven years.

The ad, which breaks today (April 4), has been created by Bartle Bogle Hegarty and will sit alongside KFC’s existing product-focused ads. It will carry the chain’s new strapline “So Good”, which replaced KFC’s iconic “Finger Lickin’s Good” last month.

The campaign, ‘Emergency Chairs’, is rooted in the idea that KFC is at the heart of informal, social eating. The new ad will position the brand at the centre of modern British family life, a concept that has been redefined and now includes an extended family of friends and neighbours.

Based on the familiar scenario of not having enough tables and chairs to go around, the ad tells the story of a group of people, young and old, coming together and socialising over food. As more and more people arrive, everyone pitches in to find makeshift ‘emergency chairs’ including beanbags, old piano stools and plastic crates.  

Media planning and buying for the campaign has been handled by Walker Media.  

Jennelle Tilling, vice president, marketing, KFC UK&I said: “It’s exciting to add this new layer to our advertising, and the new advert is unlike anything we’ve done before. Our new So Good tagline is about focusing on more than just our food, and the advert achieves that perfectly, and really captures the ‘So Good’ feeling.”

KFC introduced the So Good strapline in February as part of an overall business plan that also includes how it engages with its workforce and it activities in local communities. The company’s initiatives this year include cutting sat fat in its Original Recipe Chicken by up to 25%, placing calories on menus, rolling out an advanced apprenticeship programme for staff, and launching a partnership with Barnardo’s to help young people not in education, employment or training.

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