This KFC Commercial Emphasizes the Importance of Comfort Food
Katherine Pendrill — March 15, 2016 — Marketing
References: marketingmag
The latest KFC commercial shows the brand returning to its roots with the revival of the 'finger lickin' good' tagline and a message about the importance of comfort food. While many fast food commercials tend to focus on new products and ingredients, this ad tells a very different kind of story.
The new KFC commercial is titled 'New Kid' and it revolves around the story of a young immigrant boy trying to adjust to his new life in Canada. In the ad, the boy bonds with friends over hockey and KFC shared in the locker room. Instead of making the commercial about the food, the ad emphasizes the joy of comfort food and its power as an equalizer. The ad then ends with the finger lickin' good tagline, which demonstrates a renewed emphasis on the KFC brand story.
The latest KFC ad ultimately tells a story about how people feel when they interact with the brand, instead of trying to convey the specific products the company offers.
The new KFC commercial is titled 'New Kid' and it revolves around the story of a young immigrant boy trying to adjust to his new life in Canada. In the ad, the boy bonds with friends over hockey and KFC shared in the locker room. Instead of making the commercial about the food, the ad emphasizes the joy of comfort food and its power as an equalizer. The ad then ends with the finger lickin' good tagline, which demonstrates a renewed emphasis on the KFC brand story.
The latest KFC ad ultimately tells a story about how people feel when they interact with the brand, instead of trying to convey the specific products the company offers.
Trend Themes
1. Emotional Advertising - Disruptive innovation opportunity: Create commercials that evoke strong emotions and tell compelling stories to connect with consumers on a deeper level, rather than solely focusing on product features.
2. Brand Storytelling - Disruptive innovation opportunity: Use advertising to convey the values and narrative of a brand, fostering a sense of connection and loyalty among consumers beyond product offerings.
3. Comfort Food Revival - Disruptive innovation opportunity: Tap into the growing demand for comfort food by creating innovative and high-quality options that evoke nostalgic feelings and provide comfort in uncertain times.
Industry Implications
1. Fast Food - Disruptive innovation opportunity: Reimagine fast food advertising by focusing on emotions, storytelling, and the comfort provided by the food, rather than solely highlighting new products or ingredients.
2. Advertising & Marketing - Disruptive innovation opportunity: Utilize emotional storytelling techniques in advertising campaigns to create powerful connections between brands and consumers, driving brand loyalty and engagement.
3. Food & Beverage - Disruptive innovation opportunity: Capitalize on the resurgence of comfort food by introducing new, high-quality comfort food options that cater to consumers seeking nostalgic flavors and feelings of comfort.
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