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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

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