KFC wanted to launch a new product, the O.R. Fillet Burger, targeting teenagers across the country. This target group is known for their short attention span, is heavily exposed to communication clutter, and is spoilt for choice when it comes to fast food. The communication had to cut through all that.The O.R. Fillet Burger is unique because it’s a real chicken fillet prepared with the Colonel’s Original Recipe – making it quite irresistible. This led to the campaign line: “The Irresistible KFC O.R. Fillet Burger. Simply better.”

The campaign was launched with a TV commercial that told the story of a man who had lost his O.R. Fillet Burger. Then, through other media channels, we show how people go to great lengths to get it back – radio appeals, missing posters, desperate e-mails, text messaging pleas, and more.

We also collaborated with TV stations to ‘create’ news reports and creative buys aired during the target’s favourite programme. While conventional mediums were employed, there was also a mix of unconventional ones. This synergy across all media channels enabled the target to experience the entire communication as one single-minded message.