In November 2013, KFC asked us to launch their new pulled chicken range. Our answer was something quite unexpected for a fast food brand. A campaign heroing slow cooking and ‘Taking it slow’. The centrepiece was a launch film set in the 60s Deep South, showing a young guy courting a beautiful girl over a series of bus journeys. With each ride he gets closer and closer to talking to her, until finally he makes his move. But there’s a romantic twist. We discover this bus went nowhere near his house. So every night, he had to walk 5 miles home. The film was a huge success. Sales were 42% above forecast for the pulled chicken burger, and 76% above for the Twister Wrap. Seems the nation were quick to take it slow.