KFC celebrate the ‘Home Cricket Ground’ in cricket sponsorship spot
KFC Australia is rolling out its 2014/15 cricket sponsorship campaign with a TV ad celebrating the “Home Cricket Ground”, the place where Australians love to watch the sport.
The TV spot, created by Ogilvy Sydney, tracks the tradition of watching the cricket from the lounge room whilst enjoying a bucket of KFC, starting in the 1970s and finishing in the present day.
https://www.youtube.com/watch?v=x3m3miVECA0
The TV spot is supported with a social media campaign which encourages viewers to showcase their own ‘Home Cricket Ground’ using the hashtag #theHGC across social media. KFC are supporting the social media campaign with a partnership with Channel Nine that will see one lucky fan win a private box at the SCG which will be decked out like a lounge room. A dedicated microsite further supports the campaign.
KFC marketing director Valerie Kubizniak said: “We’re very proud to support Australian cricket and we’ve been doing so for over a decade. This summer, we want to celebrate the Aussie tradition of getting everyone over to watch the game, in their own HCG, and enjoying the delicious taste of KFC.”
KFC will also promote a range of new and returning products across the summer with 15 second retail TV spots. It is also running the ‘Catch a Six’ promotion during the Big Bash League which will give lucky fans the chance to win a home theatre system if they catch a six wearing a limited edition KFC Big Bash League team bucket on their heads.
Mike McKenna, Cricket Australia’s executive general manager of operations said: “We’re very grateful for KFC’s continued support of Australian cricket. The relationship between CA and our commercial partners provides the financial foundations that underpin the success of the game, from the grassroots to the elite levels of competition.
“KFC’s Home Cricket Ground campaign presents a great way to acknowledge the millions of cricket fans around the country who follow the action each summer from their living rooms.”
CREDITS
- Client: KFC Australia
- KFC Marketing Director: Valerie Kubizniak
- Marketing Directors, Group Meals: Angela Richards and Sally Spriggs
- Creative: Ogilvy Sydney
- Creative Group Head: Shaun Branagan
- Copywriter: Daniel Barrett
- Art Director: Phillip Harkness
- Business Director: Scott Chalcraft
- Account Management: Sarah Faraday, Rachael Allen, Sarah Jayes
- Production: One20 Sydney
- Director: Dean Blumberg
- Head of TV Production: Rob Spencer
- Supervising Producer: Josh Jenkins
- Senior Producer: Alison Chambers
- Social: Social@Ogilvy
- Social Strategy: Alexandra Simmons
- Public Relations: Edelman Australia
- Director: Jo Osorio
- Account Director: Paul Binney
- Senior Account Executive: Francesca Holt
- Branded Entertainment: Ensemble
- Chief Executive Officer: Justin Ricketts
- Events and Activation Director: Gemma Ni Maoltuile
- Junior Account Manager: Zara Speke
- Media: MediaCom
- Client Communications Planning Director: Adele Burke
- Implementation Planning Director: Melanie Madden
- In store merchandising: Design Intoto
- Account Director: Lisa Mitchell
- Creative Director: Gilbert Chin
Just loved it.
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Whilst I respect SCG’s determination to do their own food, and capture margins within, some of us would like other choices eg KFC [and Chiko Rolls for that matter] available at the game or event. I guess one of the problems would be omparative pricing?
Monopolies will eventually have to adjust – maybe due to other factors – the late Andrew Ollie made a very good point in regards to the hypocrisy of refusing patron’s carry in water and then charging for it at venues and events such as Big Day Out. Offering tepic public water in a few locations is no soloution when you have medical issues as he pointed out.
Lets see what comments come in:
[1] should Patrons be able to bring in own water and
[2] should SCG offer retail space to outside firms eg KFC?
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