KFC Suppertime Stories

By Ogilvy, Johannesburg, South Africa

For Yum! Brand KFC

Winner in category Design & Branding

In subcategory Packaging - Brand

Project Description
KFC wanted to reignite love for their flagship chicken offering, the iconic KFC family bucket. The KFC bucket has always been about sharing and bringing people together. The brief was to find an innovative idea that could help families connect with each other, and our food, in a new and meaningful way.
As a brand, family and sharing is at the heart of everything we do. With 890 stores across South Africa, KFC is the biggest fast-food restaurant in the country. Owing to this, we needed to speak to a very varied target market, with many differing living standards and market segments. We needed an idea that could bridge divides and speak to people from all walks of life. There is a rich legacy of storytelling in SA and the timeless art of sharing stories is a very unifying one. For this promotion, we leveraged the heritage of good old fashioned storytelling to hero our flagship product, showcase innovative and current thinking, facilitate family togetherness and build brand love.
Agency Solution
Mealtimes are often disrupted by technology, so we found a way to use technology to bring families together. We took our iconic family bucket and turned it into suppertime theatre, by linking limited edition packaging with built-in mobile technology.
Limited edition bucket sleeves directed customers to a mobile app, where they could unlock 1 of 3 original suppertime stories. When placed face-down on the table, the phone's proximity sensor automated the selected audio story, bringing the bucket to life with sound, light and vibration. Utilising the phone’s speaker, flashlight and vibration functions. As audio played, the stories were animated by light projections that filtered through our illustrated and laser cut sleeves. Creating an interactive storytelling experience families could enjoy while sharing a meal.
The promotion was seeded online, driving people in-store for the limited edition promotion. It was also launched to over 27 key influencers who further punted the promotion.
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