It might be more than 70 years since KFC first introduced its “finger lickin’ good” slogan but – Covid notwithstanding – it is still going strong, although apparently it has been almost too successful in some respects as it has led to millions not viewing Colonel Sanders’ famous fried chicken as something you can have for lunch in the workplace.
Cue the launch of a new lunchtime meal deal – and naturally a major ad campaign to promote it – with a Twister wrap, crisps or cookie and a drink that is “totally workplace appropriate”, the company claims.
Led by two 30-second TV films, devised by long-standing ad agency Mother and directed by Sam Hibbard through Somesuch, the campaign is designed to show that having KFC for lunch is totally workplace-appropriate. Both feature people working at jobs that rely heavily on fingers, who can now take an easy break for a KFC lunch before resuming their work.
In “Barber”, the protagonist breaks halfway through shaving a customer, unexpectedly stopping and leaving the client unattended. When the customer realises the barber has left, he looks around to find him, only to see he’s taking a bite of his KFC Twister Wrap. Totally unfazed, and after a beat, the barber returns to the shave like nothing happened.
“Massage”, meanwhile, features a woman enjoying a face massage. Her total state of relaxation is interrupted when she notices the masseuse’s absence. She looks for her and spots her in the corner enjoying a bite of a KFC Twister Wrap. There’s no reaction – as this is normal behaviour – and after a beat, the masseuse returns to finish the job.
Sadly, neither agency nor client has deemed this work worthy of comment, so what is the consensus around the Decision Marketing office?
Well, first up, KFC actually launched Twister Wraps in early 2023, as part of the chain’s efforts to “modernise the brand” and attract younger consumers, who apparently prefer portable and boneless chicken offerings. So, quite why it has taken so long to big up a new “workplace-appropriate” menu is anyone’s guess. (Maybe that’s why they haven’t provided comment.)
However, you have to admire the way this campaign makes out that this is such a revelation. To be fair, while our protagonists might not be licking their fingers, for many people being given a shave or a massage, the prospect of someone disappearing to scoff down their lunch only to reappear with fried chicken breath is not a pleasant one.
Still, we do love a KFC so we’ll let them off this time…
Decision Marketing Adometer: A ‘chuck us the bucket’ 8 out of 10
