The KFC 'Together' Campaign Highlights Family Dinner Traditions
Rahul Kalvapalle — July 22, 2015 — Marketing
References: nrn
The KFC 'Together' campaign is an attempt by the popular fried chicken restaurant chain to appeal to the Hispanic market, which is growing in both size and importance in the USA and represents one of the country's fastest-expanding consumer segments.
This ad revolves around the ability of the dinner table to unite families and bring people together to enjoy a shared experience. The television spot portrays a large Hispanic family sitting around the dinner table and sharing a KFC Favorites Bucket of fried chicken, along with the accompanying chicken tenders and spicy chicken wings.
The KFC Together ad does a great job highlighting an existing cultural element -- the family-focused dinner tradition among many Hispanics -- and tying it to a product, in this case KFC's Fried Chicken.
This ad revolves around the ability of the dinner table to unite families and bring people together to enjoy a shared experience. The television spot portrays a large Hispanic family sitting around the dinner table and sharing a KFC Favorites Bucket of fried chicken, along with the accompanying chicken tenders and spicy chicken wings.
The KFC Together ad does a great job highlighting an existing cultural element -- the family-focused dinner tradition among many Hispanics -- and tying it to a product, in this case KFC's Fried Chicken.
Trend Themes
1. Cultural Cuisine Campaigns - Explore advertising campaigns that tap into cultural dining traditions to promote food products.
2. Community-focused Messaging - Demonstrate the importance of unity and family values to customers through marketing strategies.
3. Diversity Targeting - Create campaigns that focus on diverse cultural groups to appeal to growing consumer segments in the market.
Industry Implications
1. Fast Food Chains - Develop messaging campaigns that resonate with diverse families to increase brand loyalty and engagement.
2. Advertising Agencies - Help brands create multicultural campaigns that promote their products and services to new consumer segments.
3. Cultural Consultants - Work with food companies to develop culturally relevant and authentic marketing strategies for different communities.
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