KFC goes full chicken in new platform from Special

KFC Australia is going all in on its chicken obsession with the launch of Go Full Chicken, a new brand platform and the first work from Special since the agency’s appointment earlier this year.

Go Full Chicken is built on a simple belief: great chicken comes from an obsessive commitment to doing things properly. It celebrates those who take chicken seriously – from the KFC cooks who prepare each piece by hand every day, to the dedicated fans who appreciate the extra effort.

The brand launch film, directed by Stefan Hunt from EXIT, tells a story of devotion through a beautifully choreographed ice skating routine between a KFC Cook and a fried chicken drumstick. The unexpectedly moving dance is set to a reimagining of Rick Astley’s Never Gonna Give You Up.

KFC SOPAC Chief Marketing Officer Vanessa Rowed said the platform signals a new chapter for the brand: “Continuing to evolve and reinvent ourselves is part of our success story. Go Full Chicken is more than a campaign. It’s a belief that informs everything we do. It shines a light on the extraordinary care, craft and dedication that goes into our chicken, while giving us a powerful new platform to create entertaining work that is as iconic as our product and brand.”

Special CCOs Tom Martin and Julian Schreiber said the team set out to create a platform that could become a lasting asset for the brand: “Every great brand platform starts with a truth. Go Full Chicken takes KFC’s obsession with doing chicken properly and turns it into a platform for bold, entertaining work,” said Martin. “And it lets KFC plant a flag in culture, because Go Full Chicken gives us permission to create a unique brand voice people genuinely want to spend time with,” said Schreiber.

Special Global Partner Cade Heyde said the campaign marked the beginning of an ambitious new partnership. “From our first conversations, it was clear we shared the same ambition for the brand. This is the first expression of that ambition, and the beginning of a partnership focused on building the next chapter of KFC’s cultural relevance.”

The campaign launches this week across cinema, television and digital channels, marking the first expression of a platform that will extend across sponsorship, outdoor, social, influencer and Google experiences throughout the year.

The Australian campaign coincides with a new visual identity for KFC globally, which was also launched today.

The campaign also draws on KFC’s new global visual brand identity, designed to feel more modern and distinctive but still unmistakably KFC.

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