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KFC and Ogilvy Miami Say That There Is No More Sharing The Big Box
Manuela Walfenzao| 28 de junio de 2018
KFC Big Box
KFC is changing its strategic approach in order to target the young men segment. In a new campaign for the Latin region, developed by Ogilvy Miami, they’re using a powerful and funny insight based on relationships to engage with this group. “At KFC we want to position this product innovation, the Big Box, mainly for men. Because men spend their lives sharing and giving in. But, if there is something that it’s ‘sacred’ to them, is food. This one is not for sharing. The Big Box is a very abundant option for that hungry man, who wants everything for him. It’s an option only for him” said Luiz Perl, KFC’s Marketing Director. Based on this positioning, Luciano D’Amelio, Creative VP of Ogilvy Mexico & Miami, explained the concept of the campaign: “As men we almost always share, except for the KFC Big Box. It’s easy to enjoy, but hard to share.” For D’Amelio, the spot for this new campaign has a contemporary, fresh tone and plays with humor that is relevant to young adults, because it is based on a couple’s insight, making it very real and close for them. “To make it even more relevant and more memorable, we decided to buy the rights to a dear musical hit of the 80s, called ‘Tarzan Boy’, performed by Baltimora, adapting the lyrics in such a way that, with this musical composition, the ad will stand out from all the clutter that exists on TV” he concluded.
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