Premium Chicken Fillet Sandwich
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Overview
We produced a web commercial to promote the Premium Chicken Fillet Sandwich, a new product from Kentucky Fried Chicken.
Challenge
The Premium Chicken Fillet Sandwich was a genuinely interesting product, but the chicken itself was the same as the original recipe: the premium quality lived in the details, such as thick-cut bacon, a special mayonnaise sauce and a richer bun. That made the care behind it hard to convey directly. We showed those details carefully using the tone of the cooking videos that were popular online at the time, while casting Moromizato, a comedian known for his indistinct diction, so that the lines themselves created a moment of friction in the creative.
Result
The films recorded hundreds of thousands to several million views on social media and were picked up by terrestrial television, which in turn drove further sharing on social. The work was also selected as a global creative case study by Yum! Brands, KFC's parent company at the time.
If you would like to know more about the work behind this case, please get in touch (we can share only what each client's NDA permits).
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