KFC brings back ‘accidentally authentic’ Home Cricket Ground cricket campaign
KFC has revived its Home Cricket Ground cricket campaign with a new TV ad celebrating some of the rituals people have while watching the game.
Earlier this month KFC’s marketing head Nikki Lawson admitted the first incarnation of the campaign had achieved a form of accidental authenticity by moving away from ads starring cricketers to more real people.
The ad is once again created by Ogilvy Sydney and sees sports fans young and old enjoying their favourite rituals and messing about while eating KFC.
The campaign also sees the brand become the first globally to partner with listening app Shazam across packaging and media touchpoints.
Lawson said in a statement: “For almost 15 years KFC has been supporting and celebrating cricket in Australia. We’re thrilled to be celebrating Australians’ HCGs and rituals, activities and fun that happens across the country. We see the HCG as a place where all cricket fans are free to be their true selves and we can’t wait to help deliver this with a number of new initiatives and KFC firsts.”
“For the past five years, the KFC T20 Big Bash League has become synonymous with Aussie summer bringing energy and excitement to HCGs around the country. With even more stars recently confirmed from Australia and across the world, the 2015-16 season is set to be the biggest and best yet. We’re so excited for the league kicking off in January.”
However the brand has nopt totally abandoned the use of players creating a series of short videos with some of Australia’s top talent including Steve Smith, George Bailey, Mitchell Starc, Shaun Marsh and David Warner, talking about their time growing up in the HCG.
Fans are also being encouraged to show what they get up to a their own home with the hashtag #thehcg.
The campaign is being run through seeral agencies with Mediacom handling meida, Edelman PR, Social@Ogilvy social media and Ensemble the branded entertainment side.
Credits:
Client: KFC Australia
KFC Marketing Directors, Group Meals: Angela Richards & Sally Spriggs
Marketing Manager, Group Meals: Nora-Kate O’Connell
Creative: Ogilvy Sydney
Creative Group Head: Shaun Branagan
Copywriter: Chris Ching
Art Director: Kate Shearer
Business Director: Leigh Bignell
Senior Account Director: Damien Pashby
Account Director: Kate Smith
Account Manager: Anna Michael & Madelin Robertson
Production: One20 Sydney
Director: Jason Wingrove
Producer: Alan Robinson
Head of TV Production: Rob Spencer
Agency Producer: Amanda Bennie
Social: Social@Ogilvy
Head of Social: Brie Stewart
Social Media Manager: Annie Chapman
Public Relations: Edelman Australia
Director: Jo Osorio
Account Director: Matt Ellenby
Account Manager: Harrie Jack
Branded Entertainment: Ensemble
Chief Executive Officer: Justin Ricketts
Events and Activation Director: Gemma Ni Maoltuile
Account Manager: Zara Speke
Media: MediaCom
Business Lead: Adele Burke
Group Director, Activations & Investment: Adriana Zaknic
Manager, Activations & Investment: Christina Cagorski
In store merchandising: Design Intoto
Account Director: Lisa Mitchell
Xavier Rudd has allowed his music to be used in a KFC ad?
The same Xavier Rudd who was named “sexiest Australian male vegetarian” by PETA?
The same Xavier Rudd who became a vego after “passing Harris Ranch, California’s largest factory farm, during a United States tour”?
This completely contradicts his public image in every way.
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Fool me once? Or is it just Google me once, guys?
https://mumbrella.com.au/kfc-the-madden-brothers-told-us-they-have-never-been-vegetarians-or-peta-activists-128166
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As a fan of xavier rudd for over 12 years most of my love is for what he stands for how can he do this?? So disappointed if it was for money then that’s bad because I’m sure I’m not the only fan who is saddened by this he needs to explain this to his fans and withdraw his song
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Oh Xavier! So disappointing.
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Absolutely adore Xavier Rudd in every way. Was it his management that gave permission on his behalf to provide his music for the advertisement? I am really struggling to believe it was Xavier or that he is even aware of it. Shocking.
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$OLD OUT. Very disappointed.
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Wow. This is bad, if not worse, than the Madden brothers fronting KFC a few years ago despite earlier claiming to fans to be vegetarians and PETA supporters.
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” Accidentally authentic” just like the chicken.
Nailed it guys.
All 50 or so of you on the credits
Imagine what a full team could have done.
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Cash certainly is King i guess hey Xavier ……
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Xavier Rudd = sell-out
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