KFC reveals partnership with the Madden Brothers

KFC So Good MaddenFast food giant KFC has revealed its summer campaign will centre on a partnership with the Madden Brothers. The “Good Times” campaign took six months to create and launched last night with a live performance by the Maddens and Jimmy Barnes.

The campaign will roll out across social media and PR with a TVC component, and will invite Australians to share what they believe makes life in Australia so good. The culmination of the campaign will be a song recorded by the Maddens – both of whom are members of Good Charlotte – and inspired by the images and quotes shared by the public on the KFC Good Times app. 

The song will be performed live for the first time at the KFC branded International Twenty20 cricket match at ANZ Stadium on Australia Day and will be available to KFC Facebook fans as an exclusive download before going on sale to the general public. The campaign objective is to drive consumer engagement via the KFC Good Times Facebook app.

Nikki Lawson, KFC Australia chief marketing officer said in a press release: “Over the last few years, fun seems to have been put on hold, as such the aim of the KFC Good Times campaign is to help everyone to rediscover and enjoy the everyday moments and things that make being in Australia ‘So Good’. We felt this was a great opportunity to team up with Joel and Benji, who like us, love having a good time and enjoy our great tasting food.”

The new campaign was hinted at by Andie Tickner, head of brand partnerships at EMI, and Tim Hodgson, general manager, Ensemble on the “Stop Collaborate and Listen” session at last week’s Festival of Branded Entertainment as an example of a complex project being brought to life by multiple agencies working together. The project was a collaboration between EMI, Ensemble, Ogilvy, Mediacom and Edelman.

KFC Madden Bros

CREDITS
Client: KFC Australia
CMO: Nikki Lawson
Group Marketing Managers: Sally Spriggs and Lesley Bridge

Record Label: EMI Music Australia
Head of Brand Partnerships: Andie Tickner

Creative agency: Ogilvy Sydney
ECD: Brett Howlett
Creative Group Head: Michael Raso
Copywriter: Steve Ogilvie
Art Director: Chris McMullen
Business Director: Scott Chalcraft
Account Management: Stuart Eaton, Stephen Doyle and Claudia Kirkman

Branded Entertainment: Ensemble
Managing Director: Justin Ricketts
Events and Activation Director: Gemma Ni Maoltuile.

Media agency: MediaCom
Client Communications Planning Director: Adele Walsh
Strategic Group Director: James Larman
Implementation Planning Director: Helena Kolivas
Director of Innovation & Technology: Alexa Hohenburg

Public Relations: Edelman Australia
Account Management: Jo Osorio, Katy McMillan and Jess de Boer

Comments


  1. Content King
    28 Nov 12
    3:36 pm

  2. At last…something refreshing from KFC.
    A bold partnership – but an interesting one. Glad to see agencies working together to find engaging ways to reach consumers. Look forward to seeing this one unfold

  3. From the sidelines
    28 Nov 12
    4:31 pm

  4. Nice work on combining both summer passions – music and sport – as well as Aussie’s favorite yanks. Will be interesting to see how the other Cricket sponsors stack up against this one.

  5. hmmmm
    28 Nov 12
    6:22 pm

  6. Might not be such a great idea after all?

    http://www.fasterlouder.com.au.....posterboys

  7. Shamma
    28 Nov 12
    7:15 pm

  8. this is good for the target but didn’t the maddens do a brand thing not even 12 months ago via momentum? always wonder how many endorsements a band of this level can do whilst maintaining cred and also delivering for the brand.

  9. mchaela
    29 Nov 12
    1:29 am

  10. This nearly made me like Kfc on facebook, then i came to my senses

  11. Harry
    29 Nov 12
    10:44 am

  12. Well any band has to eat to survive….but probably not KFC. Hope the Madden boys don’t have a history of heart disease!

  13. Frustrated
    29 Nov 12
    11:23 am

  14. Why is it that everyone on Mumbrella tries to criticise new campaigns. This is refreshing, abitious, different, disruptive, engaging…

    I think this community should encourage and celebrate campaigns like this

  15. Steve
    29 Nov 12
    1:47 pm

  16. Good! Different and interesting. Well done to all involved for making this happen. It’ll be interesting to see if the song actually does ok.