Advertising Campaign for KFC Chefburger
KFC goes to absurd lengths to stop its chef cooking early.
The Clients created an advertising campaign for KFC’s Chefburger, introduced to compete in the burger category among 25–35-year-olds who did not associate KFC with burgers. The idea reversed fast-food expectations of speed: because each Chefburger is made by hand only after an order, KFC goes to absurd lengths to keep its chef from starting early, using live-action scenes of movers carrying an endless-dachshund painting and an elderly couple swinging past on a wrecking ball.
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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