Kentucky Fried Chicken just shifted its focus.
The “finger-lickin’ good” food is the centerpiece, not the famous fictional colonel, who plays a supportive brand role.
KFC is no longer an attribute; it’s an attitude. And it’s aimed at millennials who love chicken. The younger pitch is to align KFC as a product for them.
The new campaign, “Finger Lickin’ Good,” the first by MullenLowe Boston, has four TV spots, as well as a strong social component.
Whether enjoyed solo, with friends or family, the food — a traditional bucket meal or spicy chicken sandwich — is positioned as a satisfying part of life. The latter is described in “Flirtation” as a “saucy little minx,” an interesting departure from its more traditional pitch.
The IPG agency became KFC’s strategic and creative lead agency of record in February. The appointment came after a review that began last fall.
KFC also announced in February it partnered with TikTok creator and jewelry designer Isaiah Garza to develop a fund to donate $500,000 in cash grants to nonprofits fighting hunger across the United States. The effort ran through March 4. The #KentuckyFriedGivingChallenge is the first grant program on TikTok that benefits nonprofits.