Say what you like about the current KFC advertising strategy – and it appears to have divided opinion among consumers and marketers alike – but Colonel Saunders’ fried chicken brand is certainly working hard to keep its “Believers” coming back for more.
And here comes another one, the fourth in a series which has so far seen a giant hypnotic chicken fronting a flash mob; a “new convert” baptised in a lake of gravy; and an Ortolon bunting-inspired feast.
Suffice to say, the Advertising Standards Authority hotline has been busier than the Batphone as some consumers vent their fury, although it is a case of so far, so good, for agency Mother and KFC. Tons of press coverage, and no investigation from the ad watchdog – yet.
So, this time round KFC is calling on fans to “Brace Thy Tongue” for the Zinger Drip, a limited-time burger that apparently encapsulates the thrilling pain-pleasure paradox of spicy food.
Once again created by Mother, the 20-second spot shows the Zinger Drip burger emerging from the depths of yet another mysterious bubbling lake, but instead of gravy it is Zinger sauce.
According to the official blurb: “As we witness the Zinger Drip’s birth from the heart of the hot sauce, we realise it’s being summoned by panting whispers of the ‘fire choir’, those who indulged in spice and are dealing with the consequence. The ‘fire choir’ is a layering of sounds of pained breaths frantically trying to cool their mouths; a beautiful chorus of spice lovers gaining pleasure from the sting of the heat.
“Placing the Zinger sauce in every frame, microscopic camera techniques have been used to capture the patterns of the spicy liquid, in a move designed to enhance the enticement of the Zinger Drip.”
If you say so. Most people will just see a dripping lava-style fiery scene, accompanied by a chorus going “oo aah, oo aah, oo aah” like the participants have burnt the roof of their mouths.
KFC UK&I marketing manager Danielle Ruggles is pretty chuffed with the spot. She said: “Spicy burgers aren’t anything new. But KFC’s Zinger Drip is something special. It’s KFC’s love letter to spice fans, a fully dunked fillet, dripping and drenched in fiery sauce. Taking heat to a whole new level, the campaign creates drama and enticement that perfectly complements the saucy spice experience of the Zinger Drip.”
Mother creatives Luke Dawson and Fabio Montero added: “We wanted to flip the script with the Zinger Drip, by shifting the focus entirely onto the sauce. We’ve built on the ‘Believe’ platform by highlighting the excitable anticipation of those happy to endure the burn of the Zinger Drip, eventually letting up to unveil irresistible flavour.”
So, what is the consensus around the Decision Marketing office?
Well, on the one hand, you’ve got self-indulgent nonsense which is over so quickly that it is virtually impossible to work out what is going on before the end. On the other hand, you have a highly-crafted spot which KFC fans will no doubt adore.
To be fair, we sit somewhere in the middle, although this does not have anything like the budget of either “Believe in Chicken” or “All Hail the Gravy”.
Even so, the Believe series has certainly been entertaining – and probably very expensive to make – so hats off to KFC for investing so heavily in its brand and to Mother for producing some great advertising.
Whether this brand platform will be enough to get more people out of Mr Chicken, Chicken Village and Chicken Town and into KFC, however, remains to be seen.
Decision Marketing Adometer: A “saucy” 8 out of 10
