KFC majors on sourcing in new ad
4 March, 2013
KFC has kickstarted a new ad campaign to promote the provenance of its chicken dishes. The TV spot traces the path of its chicken from farms onwards, through its preparation by hand by KFC staff to its tables in restaurants.
The ad has been created by the Bartle Bogle Hegarty agency, and will run on TV in a £2.5m campaign. It broke on TV on Monday (4 March).
It is hardly a coincidence that KFC’s new campaign comes at a time when consumers are more conscious than ever of the provenance of their food. Companies that are able to show transparency of sourcing and complete knowledge of their supply chain are clearly at an advantage over those who have little traceability and have been caught out in the row over horsemeat contamination.
KFC is backing the ad with related Facebook activity. Marketing director James Mercer said: “Consumers are more focused on quality and provenance than ever before, and we felt that this was the time to communicate the care we put into sourcing our chicken, as well as preparing it… This advert communicates to our customers that we’re serious about the quality of our food and where we source it from.”
To watch KFC’s new ad, click here.
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