The AdFocus Partnership of the Year Award recognises client and agency partnerships with proven, continued results. For the second consecutive year, Ogilvy South Africa wins this award, this time for its partnership with KFC.
This relationship dates back more than 20 years. Its success, say the judges, “is testament to the benefits of institutional knowledge married to current relevance. This was a fantastic year for the partnership, helping to drive Ogilvy back to the top of the Loeries and Creative Circle rankings.”
From the outset, the partnership was based on a joint single-minded pursuit to own the iconic taste of KFC, based on the idea that when you own the core category benefit, you claim the market.
The problem with a brand being the category leader is that its size can become its achilles heel. By 2021, KFC’s “taste” strength had become a weakness, with production issues and consistency within franchises becoming harder to maintain, leading to the brand suffering reputational damage and diminishing quality perceptions.
This was worsened by Covid, which limited the brand’s ability to use its famous “Finger Lickin’ Good” taste line or images of people licking their fingers. Hard-sell product and price messaging diluted its message and lost the brand the attention of its core audience.
The account was put out to pitch. Despite agencies such as Mother in London being involved, Ogilvy South Africa stood out and was re-awarded the business.
The partnership reimagined the boundaries and tradition of KFC’s taste promise in a new light. Food quality production was improved and a new taste guarantee introduced. To challenge perceptions, encourage innovation and showcase KFC’s relevance across different mealtimes, the menu was modernised and limited-time offers were made. A flagship concept store was established in Jozi’s youth hotspot in Braamfontein.
The brand’s breakfast offering was rebooted with a campaign encouraging consumers to eat chicken for breakfast. Using storytelling that broke all the rules, the campaign contributed to a 70% increase in sales, which was 130% above target.
The attention of the youth market was captured with the “Make it KFC” campaign. It encouraged the youth to rethink KFC’s taste by inviting them to share their favourite dishes, which the brand then transformed into unique creations. The campaign delivered a 25:1 return on investment and earned a 100% positive sentiment in online publications and broadcasts.
Since the creative reset in 2021, the brand has been ranked the No 1 quick-service restaurant brand, has grown sales 36% and has built 86 new stores.
Grant McPherson, chief marketing officer at KFC, says: “Ogilvy’s bold and innovative work has played a key role in our success, consistently delivering impactful results and helping us gain recognition locally and globally. The strength of our partnership has been our greatest achievement.”
Johanna McDowell, managing partner of Scopen Africa and CEO of the Independent Agency Search & Selection Company (IAS), says exceptional work is possible only when there is a strong relationship based on trust and integrity.
“Ogilvy and KFC have built a true partnership that has ... delivered the brilliant work that KFC has always been able to rely on and that achieves great results. The innovation in creativity has been very evident in the work seen in the past 12 months in particular.”
The big take-out: ‘Exceptional work is possible only when there is a strong relationship based on trust and integrity- Johanna McDowell, managing partner of Scopen Africa and IAS CEO
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