‘This is more than a campaign’: KFC steps into its FLG era, via Ogilvy
The Australian arm of fried chicken chain, KFC, is adopting a new ethos that pays homage to its legendary tagline, via Ogilvy.
KFC Australia’s brand shift takes the form of “KFC FLG” – an evolved form of the brand’s “it’s finger lickin’ good” slogan that was introduced in the 1950s. The elevated mindset is designed to stretch across several areas of KFC’s brand, such as traditional advertising, collaborations and sponsorships.
Moving forward, FLG will be used “on other KFC platforms throughout the year”.
“KFC FLG is our invitation to Australia, to go all in and celebrate life how it should be celebrated – face first, fork free and fully in the moment,” siad Yum! Brands’ group marketing director, Sally Spriggs.
“This new brand philosophy is our commitment to delivering genuine and enjoyable experiences to our customers.”
Ogilvy Sydney’s managing partner, Aisling Colley, commented on the shift, saying that FLG is representative of KFC as an entity, and that it is not a run-of-the-mill campaign.
“KFC has always been a bold global brand, and with FLG, we’re taking that boldness to a whole new level in Australia,” Colley said.
“This is more than a campaign; it’s a declaration of who KFC is. It’s the first time we have codified its brand philosophy.
“FLG is an invitation to savour every moment, big or small, with the same passion and enthusiasm that is brought to the food. We believe it will resonate deeply with fans (and soon to be fans!) as something truly unique to KFC.”
KFC’s revitalised philosophy comes months after the fast-food organisation collaborated with Ogilvy on a campaign to advertise its ‘Hot & Spicy’ range.
Credits:
Client: KFC Australia
Strategy and Creative: Ogilvy
PR: Ogilvy PR
Media: Essence Mediacom
Production: Hogarth
Director: Owen Trevor Black
Film Production Company: Rabbit
Digital: AKQA
In Restaurant: Design Intoto
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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Great little spot! Fantastic to see Hogarth doing great things again. Inspired music choice too!
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