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KFC... for its slogan solution: The Drum editorial team’s best of 2020

The Drum 28 Dec 2020 08:00
‘That thing we always say? Ignore it’

It’s that time again, when we look back at the agencies, the brands, the organizations, movements and trends that have shaped the past year. In 2020 – a year so many of us would like to forget – our industry of problem solvers proved time and again that they have what it takes to muck in, help out, ask questions, shape cultures and change the world. It is them that we celebrate in our New Year Honors.

KFC started off 2020 with Veganuary, when it adopted numerous meat-free options. It wasn’t alone in trying to capture the Gregg’s vegan sausage roll glory that earned accolades the previous year. So far, so good.

Then, KFC’s marketing plan went down the hatch. New ‘Finger Lickin’ Good’ KFC ads rolled out across the UK but were promptly killed. Overnight, the health crisis flared up and the public was encouraged to wear a mask, wash their hands and (importantly) stop touching their faces. It was the wrong message for the wrong time.

‘We missed you too, but we’ll take it from here’ acknowledged a campaign showing the public’s lovingly made if slightly wonky attempts to replicate KFC’s menu. Funny, emotional and smart (using user generated content while it had limited production capabilities), it was most importantly mouth-watering. Job done.

“We can connect the dots without having to say the whole thing,” almost boasted Hermeti Balarin, executive creative director at its agency Mother.

It said: ’Yes, we’re back. We’re treading carefully around this pandemic. Bucket chicken will be back on the menu.’

We’ll be celebrating all our favorite things about 2020 on thedrum.com between now and early January. Keep an eye on our New Year Honors hub to read more.

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