KFC launches ‘The Goodest Get-together’ campaign via Ogilvy Sydney and Ensemble
Ogilvy Sydney has launched a new campaign for KFC that heralds new changes for one of Australia’s leading brand names. The name of the journey is The Goodification which aims to raise the quality of the KFC experience – not just for customers but also for employees and staff.
A 45sec and 30sec TVC will run for 2 weeks nationally and will be followed by other Goodified KFC campaigns in the upcoming months. This is further supported by a KFC Australia YouTube Channel and digital campaign buy.
The Goodification project is bigger than just goodifying the KFC experience; it’s also about celebrating the everyday moments in the lives of regular Australians. These actions will be the type of things you do that put a smile on other people’s faces. The start of this journey is the launch of The Goodest Get-together campaign, which was a combined project with Ensemble – Branded Entertainment.
Late last year, a competition was run where one KFC fan (Liz Daly) won the ‘Goodest Get-together’ which was the ultimate reunion of her Facebook friends over a dinner party hosted by KFC. One hundred of Liz’s Facebook friends were flown in from overseas and interstate for the party. Over 30 hours of footage was captured around the world and across Australia which showcases Liz’s network and culminates with a celebration of friends connecting over food and having an amazing time.
Says Brett Howlett, executive creative director, Ogilvy Sydney: “The Goodification is a reflection on how The Colonel behaved in his stores when he first started, constantly trying to make the KFC product and service better for their customers. Goodification is in the DNA of the brand and this campaign is going to highlight that behaviour.
“Nikki Lawson and her team are the perfect client partners … they believe in a big idea and apply it to their business, not just their advertising. The ‘Goodest Get-together’ is just the beginning of big changes for KFC – the best is yet to come.” says Howlett.
Adds Ensemble’s Justin Ricketts: “The goodest get together is a fantastic example of brand doing something that adds genuine value to a consumers’ life and then using content to amplify this experience to a broader audience. This campaign is a really fresh approach to engage consumers within this category.”
Agency: Ogilvy, Sydney
Executive Creative Director: Brett Howlett
Group Creative Director: Michael Raso
Creative Director: Richard Ralphsmith
Writers: Dave Fraser, Jeff Reid
Digital Creative Director: Brian Merrifield
Agency Producer: Lisa Ristuccia
Business Director: Scott Chalcraft
Account Director: Danielle Palmer
Account Executive: Alison Fowler
Director: Jason Wingrove
Production Company: Bento
Producer: Jane Larkins
Strategy: Mark Sareff and Pippa Kulmer
Goodest Get-Together 360 Experience & Event Production: Ensemble
Matt Cameron, Justin Ricketts, Mitch Loadsman, Emma Norton
29 Comments
Fuck me – bringing friends together – AGAIN!!!!
when are we going to move away from this tired strategy???????
This is quite the break through for KFC. Hats off to Ogilvy.
When they all sat down and were served FRIED FAST FOOD a little part of me died.
Our brand is all about making people fat and unhealthy, but in spite of everything we do to make billions of dollars worldwide off of the misery of others, we still have the temerity to make ads telling everyone how much we love people.
The only people that would make this ad are the in-house shills at Bento.
Don Draper would quit this client, and so should you.
first they made a total mess of our food- now they’re doing the same to our language…
KFC – where quality is a word we use
do you live in a box ‘Truth in advertising’ ?
Im sure out-of-house shills would have quoted on it too and happily done it.
A gig’s a gig and we’re all prostitutes. give up the idea this is high art and move on
Goodest? are you for real.
Look at the credits.
Lots of people and no one willing to say,
“Hold on. This is lame.”
what ‘bejesus’ said
Probably quite smart setting the bar at just being ‘good’ – if they had pulled it off.
What “he said she said” said
Well, I think it’s really good!
tasteless.
Why can’t people comment as ‘advertising professionals’ on this blog. If they want to comment as a consumers, couldn’t they go and find a consumer site?
this is why i love advertising. where wrong things are celebrated earnestly
“….a fantastic example of brand doing something that adds genuine value to a consumers’ life”. Commenting as an “advertising professional” for Marcus Richards it seems to me that this spot is a good example of why advertising and professional don’t belong together in a sentence. I mean how can selling fat and intensively raised chicken add anything to a consumers life other than cholesterol, obesity, and self loathing? Their respect for the English language matches their respect for the consumer too. If those facebook friends are real friends (alas they rarely are) surely she will give them prawns, salad, mangoes and other healthy foods we have in abundance.
Nice o/s jolly for the agency though, I remember when the art director used to take a vote on where we wanted to go…………………………….
What is advertisings contribution to Australians becoming seen and actually acting as a group of tasteless bogans?
I tip my hat – baby step forward for the category.
… and if you bring some Carlton Draft to that party you’d have the goodest, fresheshest get together. At least then we’d be drunk and could deal with such overcooked nonsense.
What a worthy piece of crap.
be interesting to see where it goes next
The problem with Branded Entertainment, is that it actually has to be entertaining.
Ogilvy and Bento, havin’ a ball, rollin’ to the bottom.
Well done Jas, well exacted.
I threw up in my mouth a little bit when I saw this. Shameful & the laziest of strategies as well.
Utter rubbish. It’s put me of KFC and Australian advertising for life!!!
It’s no fucking good.
Not going to jump in and bag this, I for one know the pain of having to come up with concepts for things i’d rather not buy hey it’s called work for a reason, not hang around and do all the stuff you want whenever you want.
My one point on this would be the art direction in the TVC – it builds up towards an almost fine dining get together and then KFC comes out. If this was done intentionally i’m not sure what you are trying to say about KFC, no one out there is buying that you eat that stuff on an occasion like this. Would a backyard almost bbq setting have not been more appropriate? Just a question.
A perfect match of image and substance.
Bad taste. Tastes bad.
Goodest is not a word!!!
I think a lot of people *might* be missing the point here…now hear me out….
Perhaps some clever advertising consultant did infact loathe KFC and all it stands for (quite likely given that’s the stance of every other half educated citizen on this planet). Just maybe they thought of the most intelligent way to convince the brain-dead KFC executives to buy an ad campaign that looked kinda “clever” on the surface, but was obviously way over the top and not so subtley tarnishing the brand through the use of poor english and a completely see-through fake family reunion.
I know that’s exactly what I would have done had this been my gig…. Hats off to the team that put this together : ) (I see what you guys did there !!! LOL)