Our big idea was ‘When inspiration hits, who has time to stop?’ To bring this idea to life we collaborated with the Parlotones, SA’s biggest band and sponsored the biggest SA music video – without branding. On the set of the video we put students to work, fed them KFC snacks and caught them literally eating on the go. This footage became our TV ads.

To further entrench the link between the band and brand we created Parlotones snack boxes and supported them in-store, on air and outdoor. We invented an inspired, star-struck fan to keep the inspiration message going.

Not only did we sell snacks, we got people talking. National blogs, newspapers and network sites were buzzing, generating over R2 million in free media coverage. The project was picked up by the media and featured on local entertainment and variety shows. On mobile we received 18% more views than we had anticipated. And the music video has since been picked up and aired on SA’s top Music channel, MK and MTV Europe. We also succeeded in firmly establishing KFC as a ‘cool’ snacking destination.