As lockdown extends and many restaurants remain closed, our culinary experiments only look set to take on more weird and wonderful proportions. Cooking is the ultimate lockdown escapism, whether that’s following an intricate recipe, trying your hand at a loaf of bread or even trying to recreate your favourite takeaway.
Thankfully, KFC are here to tell people that, ‘we’ll take it from here’ as 500 of the chain’s restaurants open for delivery across the UK and Ireland. Created by Mother London, the upbeat slot borrows imagery from the fans, who have been attempting to create their own versions of the chain’s unique flavouring. Set to the renowned tones of Celine Dion’s All By Myself, KFC steps in at the end to reassure chicken fans that, ‘we’ll take it from here’.
The ad recognises some of the recreation attempts that have been captured under #RateMyKFC which has garnered hundreds of tweets and an engagement rate of 101% across the past six weeks. Those dishes, and their chefs, featured in the ad have according to the brand, been justly rewarded.
Jack Hinchliffe, Marketing Director at KFC UK & Ireland said: “500 restaurants reopening is a huge milestone. It’s credit to the hard work of all of our amazing teams in the restaurants and we wanted to celebrate the moment. We’ve loved seeing the nation’s homemade efforts whilst we’ve been away, so including a few of them in our new ad is the perfect tribute.”
As brands have had to pivot to accommodate the ever-shifting situation, what has become noticeable is that those who stay true to their tone of voice are those that retain both people’s attention and affection. This tongue-in-cheek campaign is short but sweet, acknowledging KFC’s fans whilst simultaneously highlighting that they can now get the real thing.