We really liked this campaign from KFC in Spain. When launching “the notorious” double-fillet (yes, you got it: two chicken fillets in a bun) KFC decided to move away from the traditional product shoot or in-store purchase experience, so common for fast food ads (and so boring).
Instead, they invited employees from rival chains to secret tastings and, of course, filmed them. With their identity protected they could attend the “supper” and eat what they liked.
LA INFAME KFC from Sarciat on Vimeo.
This is all about the reactions and the genuine feedback. Within the film, each rival who had succumbed has a seat at a table next to, who else, but Colonel Saunders. Drawing on Da Vinci’s ‘Last Supper’ painting, we are cautiously exposed to the anonymous members tucking into the banquet before them.
After it says: ‘No one should have to resist what they like’.
Yes really.
If marketers can’t explain what they do, how do we expect others to value what we do. Some recent research from the Chartered Institute of Marketing was both revealing and frankly shocking.
The good news is that someone has decided to challenge this problem head-on and change things for the better. This is Marketing has launched a campaign to help marketing – and marketers – get the recognition they deserve.
As a marketer of 30 years I have to support this and encourage all GMA readers to do the same.
To kickstart, they are gathering the views of marketers and creating a definitive view on how we explain marketing and what it means to business. Please visit the campaign site click “Give your view”.
It’s open until March the 31st so please do it today!
Twitter often gets a bad press in terms of marketing. Overrun with celebrity gossip, official notices and, of course, the ubiquitous fake news. However, for marketers it can still be a powerful tool when used well.
Controversial pairings are not new for Weetabix but its Baked Bean pairing sparked a frenzy of activity.
Since it was posted in early Feb it has garnered impressive numbers but given the number of brand accounts that have interacted with the tweet this is only a fraction of the total reach. Does it sell more @weetabix – I would love to know!
The Police where quick to call it a crime:
While KFC thought such a heinous idea should simply be deleted:
Even Google got in on the act:
Weetabix with baked beans is now a “thing” although the GMA team are looking at the other combinations on the list and praying for humanity’s soul.
Joking aside this was a great brand execution with high impact that got us all talking about Weetabix. It made it onto TV and several national papers carried the story. Not bad ROI for one tweet…
Got an opinion? Let us know in the comments below.
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Craig Hanna is part owner and regular contributor to the GMA. He is also a product manager at Acquia for Site Studio, a low-code platform for building and managing enterprise websites in Drupal 8 (Craig was a co-founder of what was known as Cohesion before its acquisition by Acquia). Previously Craig established the training and consultancy business at www.econsultancy,com (Now part of Centaur Plc) and was responsible for the launch of their US office..
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