KFC is running “Unite This Christmas”, an integrated Christmas advertising campaign focused on the UK and Republic of Ireland, asking people to put aside their differences during the most stressful time of the year and unite over a bucket of KFC. The campaign highlights the brutal truth that Christmas can often be a time of lack of good will to all people. KFC fans get the chance to appear in the follow-up commercial by tweeting about someone they would like to make peace with this Christmas alongside the hashtag #UniteThisXmas. “I’d like to #UniteThisXmas and make peace with… because…” The winning tweeter will have their conflict resolved by starring in a brand new advert with a specially written song performed by the KFC Choir. The advert will be watched by millions of people during the X Factor final on 14th December.
“The Taste That Unites”, 2.5 minute TV advert, is filmed in the style of a musical epic with a corresponding “Christmas Number 1” style song performed by a range of humorous characters and the newly formed KFC choir. Lyrics such as “typically I hate your guts, and I’d try to kill you but, one of everybody’s vices, is 11 herbs and spices” highlight the full-on cheese of the ad and the idea that no matter what differences we may face this Christmas, it’s nothing that a bucket of KFC can’t fix. The YouTube video connects viewers to the #UniteThisXmas site.
Meg Farren, Marketing Director, KFC, comments: “This Christmas, we not only wanted to do something different but also wanted to stay true to what KFC is about -bringing people together over a shared great taste – whilst having fun and encouraging people to join in. We’re also really excited about using social media in this way and engaging consumers using Twitter. ”
David Kolbusz, Deputy Executive Creative Director, BBH added: “We wanted to make something that stood out from a lot of ads you come to expect this time of year. The trick was to address the reality of unavoidable yuletide stress and conflict without depressing people. We decided the best way to do this was through the medium of song. A schmaltzy, sugar-coated song.”
The Unite This Christmas campaign was developed at BBH London by deputy executive creative director/copywriter and art director David Kolbusz, copywriter Matt Moreland, art director Chris Clarke, creative director Marc Hatfield, agency producer Rachel Hough, assistant producer Vaia Ikonomou, strategic business lead Sian Cook, account team director Phil Baker, account team manager Leo Sloley, strategy director Ross Berthinussen and strategist John Jones working with KFC marketing VP Jennelle Tilling and marketing director Meghan Farren.
Filming was shot by director Tim Godsall via Biscuit Filmworks with managing director Shawn Lacy, executive producer Orlando Wood, producer Amy Appleton, production manager Nicola Dempsey, director of photography David Procter.
Music is available to download on iTunes. Fans can follow the KFC Choir on Twitter, @KFC_Choir.
Media was handled by Walker Media and the social campaign was handled by Fabric Worldwide.