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Customers say ‘Shut up and take my money’ as KFC launches lunch deals

KFC has shifted its focus and is aiming to appeal to a wider demographic with its new ‘Shut up and take my money’ campaign featuring a grandma and a boss trying to impress their friends and co-workers with the brand’s fast food lunch deals.

KFC lunch ads

Created by Ogilvy Sydney, the tongue-in-cheek ads push the latest deals from KFC, aim to promote generosity, and show consumers there’s something at KFC for everyone.

The ads aren’t the first time KFC has shifted tactics, with the brand bringing Plucka Duck back to life as the ‘Surfin Bird’ in an ad last year.

KFC’s first work for 2017 builds on the new marketing approach explained by Nikki Lawson, KFC’s former chief marketing officer for the South Pacific, which aimed to offer audiences playful, fresh campaigns rather than functional ones.

The first ad shows an elderly woman reading a magazine when she stumbles upon a KFC $10 nuggets deal. Hoping to impress her friends, the woman says ‘Shut up and take my money,’ before she buys nuggets for her party and is showered with attention.

https://youtu.be/6C9lMaOqPbE

The second ad promotes KFC’s $5 lunch deal and shows the boss of a company impressing his employees with a large feast after seeing the deal on a billboard. The ad, which runs to The Pointer Sisters’ ‘Jump (for my love)’ also includes the tagline ‘Shut up and take my money.’

https://www.youtube.com/watch?v=8cFer2ZC1U4

Catherine Tan, chief marketing officer at KFC, said the campaign aimed to express “the generosity of KFC’s southern-style hospitality.”

“Our position on value is, ‘giving a lot for a little’ and to establish this, we leveraged a common colloquial expression, ‘Shut up, and take my money’, used when something is too good to be true,” Tan said.

Derek Green, executive creative director at Ogilvy Sydney, described the KFC work as “ever-evolving.”

“This campaign is the first in a series for our new value platform, highlighting that KFC offers are so good, you should drop everything and enjoy a finger lickin’ good experience,” Green explained.

“The first two films play with the popular meme, ‘Shut up and take my money’,  and were created to highlight that the offers are for everyone, from the workplace where a boss wants to win over his staff to a Gran that simply wants to throw a spontaneous pool party with her friends.”

We truly believe that life should always be finger lickin’ good, so the creative is cheeky and light-hearted to remind people to smile and enjoy the moment,” Tan added.

The ads will run for the next couple of months across free-to-air and subscription TV, digital and in stadiums.

Credits

KFC

  • Annabel Fribence – Marketing Director, Individual Meals
  • Ashley Hughes – Marketing Manager, Individual Meals

Creative: Ogilvy Sydney

  • Production: Ogilvy X
  • Director – Graeme Burfoot
  • Producer – Jude Lengel
  • Editor – Peter Barton
  • Post production: The Editors
  • Audio –  Song Zu
  • Head of Broadcast – Rob Spencer
  • Supervising Producer – Josh Jenkins
  • Senior Agency Producer – Amanda Bennie
  • Creative Group Head: Shaun Branagan `
  • Senior Copywriter: Lisa O’Neill
  • Senior Art Director: Letizia Bozzolini
  •  Group Account Director: Katie Dally
  • Account Director: Jess Farahar
  • Account Manager: Anna Michael
  • Deputy Head of Strategy – Ryan O’Connell
  • Senior Strategist – Katharina Vassar
  • Lead Social Strategist: Jennifer Ngai
  • Head of Integrated Operations: Jeroen Jedeloo
  • Digital Producer: Oriane Veron
  • Senior Production Manager: Paul Baron
  • Junior Digital Production Manager:  Alex Chapman
  • Media: Mediacom
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