KFC prepares for British BBQ weather

The summer campaign for KFC’s Ultimate BBQ Burger readies Britain for rainy BBQs

Georgie Moreton

Deputy Editor, BITE Creativebrief


Summer is right around the corner and to celebrate KFC has launched a new campaign for its New Ultimate BBQ Burger. The brand is taking a realistic approach to British summer time; by putting on its sunglasses and readying for rain.

Poking fun at the unpredictable wet weather the UK often has to face, the campaign launches KFC’s summer offering with joy. Created by Mother London, the new campaign focuses on the deliciousness of the new burger despite the rain.

A hero film, directed by Sam Pilling through Magna, flips expectations of summer advertising on its head. Set to an easy-listening summer soundtrack, the protagonist picks up her KFC burger only to be caught in a rainstorm. Instead of being disheartened by the weather, she embraces the heavy rainfall and dances, burger in hand. While the rain pours she takes a bite of her Ultimate BBQ Burger, proving that summer can be enjoyed whatever the weather.

In the brand’s signature humorous tone of voice, the campaign approaches a true British summer spot head-on. Shunning the scenes of blue skies and beaches in favour of the more likely weather audiences will face, the spot embodies summer in spirit rather than in imagery. The campaign is the latest example of a brand embracing ‘messy marketing’ to better reflect the reality of consumers' lives.

“For most of us, the BBQ season brings to mind gatherings in gardens, complete with the unpredictable weather and food. At KFC we know a thing or two about doing BBQ the right way and are all fired up for fans to try the new Ultimate BBQ Burger this season – whatever the British weather brings,” says Leo Sloley, Head of Advertising & Retail at KFC.

Showcasing KFC’s New Ultimate BBQ Burger, which features iconic Original Recipe Chicken fillet, cheese, crispy onions, fresh lettuce, and burger dressing smothered in sweet and sticky BBQ sauce, all topped off with a brioche-style bun. The campaign film will run on linear and video on demand  nationwide from 29th April and is accompanied by outdoor, in-restaurant and social activity.

With honesty and humour, the campaign serves to prove that regardless of the weather, a  great BBQ and a BBQ burger is a moment of joy.

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