~ New brand campaign celebrates the EPIC taste that defines KFC~
~ KFC’s signature menu items take center stage as the brand introduces a bold, new and EPIC feel ~
National, 11th November 2024: Today’s generation doesn’t like to settle. For them, good just isn’t good enough.
They’re always on the quest for something greater. Something more exciting. Something shareable. Or simply put, something EPIC.
Well, the search for greatness ends at KFC. Home to finger lickin’ good chicken and EPIC TASTE.
Presenting “TASTE THE EPIC” – KFC’s newest campaign. Unveiled today, the campaign celebrates the unmatched, unbeatable, and EPIC taste of KFC’s iconic range of bestselling menu items – from the iconic Hot & Crispy Chicken, Hot Wings to the boneless Chicken Popcorn, and Peri-Peri Boneless Chicken Strips, to the variety of Zinger Burgers, Rolls and more.
The campaign introduces a never-seen-before, bold, EPIC feel and transforms KFC fan favourites into superheroes.
Aparna Bhawal, CMO, KFC India & Partner Countries said, “Nobody makes chicken like we do, or offers the kind of abundant variety KFC has. ‘Taste the Epic’ is a bold celebration of KFC’s unmatched taste and variety. Right from cult favourites like Hot & Crispy to boneless snacking options like Chicken Popcorn, to variety of burgers, rolls and more, there’s something for everyone – whether existing brand loyalists or those trying our food for the first time. The new campaign film, which is the first piece of work showing the fresh, dynamic look for our iconic brand, is based on the insight that “good’ just isn’t enough. Today’s generation wants bigger, bolder, and more from everything and every experience. And that’s exactly what they get at KFC – an EPIC meal and experience every single time. Consumers will get to experience KFC’s new look & feel over the next few months across various touchpoints.”
The film opens to an ongoing college fest. But a bored GenZ crowd. For the generation that wants MORE, this seems mundane and nothing out of the ordinary.
Dissatisfied with the ordinary, two friends decide to leave the concert and embark on a quest for greatness. The duo walk across empty streets in search of this greatness, boredom flashing on their faces until they find themselves in front of the home of EPIC TASTE – KFC. The mundane is immediately forgotten as they peer into the glowing red windows of a KFC restaurant.
KFC’s range of bestselling favourites call out to them. The duo on-screen is transfixed as they can’t decide what to eat amongst so many finger lickin’ good choices. The voiceover brings alive how they are going to discover greatness in shapes unseen and ways unheard, all while drool-worthy food, and the unmissable loud crunch of KFC favourites plays on the screen. The protagonists are lost in the EPIC world of KFC and it’s only when asked, “Are you ready to order?”, that they return to reality, ready to indulge in KFC favourites.
Ashima Mehra, CEO, FCB India, “In an overstimulated world, where ‘good’ is no longer enough, the campaign captures the relentless pursuit of elevated experiences of today’s generation. It’s no longer about meeting expectations but exceeding them. And that’s exactly what KFC’s golden, crispy chicken in a variety of irresistible flavours and forms delivers. It’s not just good, it’s EPIC!”
Mayuresh Dubhashi, CCO, FCB India, “KFC is all about taste that’s unmatched, served in formats that are unmatched too. From the Zingers to the Popcorn, to the Bucket; you name it and KFC has got it. The one right superlative for all this is EPIC. Nothing less than that will do. This new campaign is an ode to this feeling, done in a new and exciting way; a trailer almost, for something EPIC coming India’s way. A sort of a cool, irreverent response to the sentiment of the generation that feels even good is not good enough now.”
Chicken lovers, like the duo in the film, can treat themselves with a range of options across three categories of KFC’s bestselling menu items. The ‘Chicken on Bone’ category brings fans the iconic, finger lickin’ good experience. The juicy and crispy signature Hot & Crispy Chicken served in the iconic bucket is best for sharing, while the crunchy Hot Wings add unparalleled taste to the table.
The ‘Boneless’ range offers a range of convenient snacks and easy, on-the-go options including the bite-sized Chicken Popcorn and the crispy Peri Peri Boneless Strips.
“Burgers & More” presents the epic KFC taste in different formats. KFC fans can indulge in the range of Chicken Rolls, inspired by zesty flavours from around the globe such as Thai Spicy, Korean Tangy, American Nashville, or Indian Tandoori.
There’s the wide variety of Zinger Burgers, bringing together crispy chicken fillets and veggies doused with delectable sauces in between soft sesame buns. Pair these with the much-loved aromatic Rice Bowlz to make for a complete meal or indulge in them as is.
The campaign will run on TV and digital platforms, along with a robust 360-degree plan.
So, get ready to TASTE THE EPIC at KFC. Enjoy all your favourites across 1200+ KFC restaurants across 240+ cities for dine-in and takeaway, or via the all-new convenient KFC app, or on the website (https://online.kfc.co.in/).
