Advertising Campaign for KFC Chefburger
KFC goes to absurd lengths to stop its chef cooking early.
KFC asked for advertising to establish its beef-patty Chefburger against McDonald’s and Burger King, while avoiding the fast-food conveyor-belt stereotype. The Clients developed a premise that KFC will do anything to stop its chef cooking before an order: live-action spots show movers carrying an endlessly long dachshund painting and an elderly couple swinging past on a demolition ball. The campaign’s voice-over states that Chefburger is not prepared until it is ordered.
Insights
- The campaign communicates that Chefburger is prepared by hand after an order. The Clients reverses the usual fast-food emphasis on speed by keeping the chef occupied beforehand.
- One film sends an endlessly long dachshund painting through the kitchen; another swings an elderly couple past on a wrecking ball. Both interrupt the chef’s attempt to begin.
- The live-action treatment keeps the kitchen and performances relatively straight while the situations become absurd, making the repeated preparation rule the organising device.
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