Problem
KFC has one of the world's most iconic taglines. But after years of functional messaging, value offers, and promotions, it started to lose its relevance and emotional connection. So, to rekindle love for KFC, we created a campaign that breathed new life into our most recognizable brand asset.
INSIGHT
We all grew up learning table manners: no elbows on the table, use your fork and knife, chew with your mouth closed. But throw a bucket of KFC into the mix?
Suddenly, all of those manners go out the window.
IDEA
“Sorry Manners” is a celebration of KFC’s unapologetic truth: when it’s Finger Lickin’ Good, etiquette doesn’t stand a chance. So we flipped the script on traditional food advertising by showing what really happens when KFC hits the table - even the most refined guests abandon rigid manners and embrace the pure, messy joy of eating with their hands. No plates. No cutlery. No apologies.
RESULTS
“Fried chicken is meant to be eaten hands-first - the kfc way”
LITTLE BLACK BOOK“UNAPOLOGETIC JOy OF EATING
FRIED CHICKEN”
ADAGE“NO FORKS. NO RULES.
NO APOLOGIES.”
DESIGNRUSH