Inspired by a local urban legend, our online film tells the story of a man, armed only with a disguise and an insatiable hunger for KFC, who travels across South Africa hitting different KFC restaurants to get his hands on their iconic Taste. Drawing inspiration from the movie heist genre, our brand storytelling allowed for a seamless integration of various KFC meals. The protagonist, known as 'Mr Molapo', is the intrepid mastermind behind the plan, with KFC being the target and Taste as the score concludes with a classic plot twist.

KFC, the leading fried chicken restaurant in South Africa, with over 100 restaurants, faced a significant challenge as it ranked last in the KLA, Category Market Research Agency taste scores, a critical factor to their business success. With declining sales and increased negative sentiment online, we needed to remind people of the power of our iconic finger lickin’ good Taste, and the great lengths that some would go to for it.

Our product-led, story-driven campaign became an instant cult classic. Garnering local & international praise for both its ingenuity and bravery, and was the most watched advert on YouTube in the first quarter of 2022; seemingly bucking the trend of short format digital content, driving online positive sentiment to an all-time high. The campaign generated a PR ROI of 1:8. Sales increased by 18% during the peak of the campaign, and most importantly, KFC were voted #1 on Taste over their competitors.

KFC has been a household name in South Africa for more than five decades, but there was an alarming decline in our brand's popularity, especially among the younger audience. The youth were flocking to other fast food brands, as ours was no longer resonating with them. We needed to remind them of what made us iconic in the first place, and regain our position as the best finger lickin' chicken in South Africa.