KFC's new menu is So Good!

The fast-food joint has launched a 360-degree campaign to promote its new tagline So Good.

Kentucky Fried Chicken, aka KFC, has changed its tagline from 'Finger Likin Good' to 'So Good', after a gap of almost 45 years. Additionally, the fast-food brand has introduced a healthy food menu based on the process of grill, such as Fiery Grilled Chicken. To promote the same, KFC has launched a 360-degree advertising campaign in December last year, which includes a television commercial (TVC), radio promotions, digital activations, in-store, as well as outdoor promotions.

Talking about the initiative, Dhruv Kaul, director, marketing, KFC India, says, "Fiery Grilled Chicken, our biggest launch this year, will be supported by a robust 360-degree marketing campaign, which includes a thematic TVC, online, radio activations, and outdoor. The introduction of the new grilled format is in line with our commitment to keep offering innovative and tasty products to our customers. We successfully expanded our offering with the launch of a whole range of vegetarian options and beverages; and now with Grilled Chicken, we have further strengthened our menu."

The television commercial, conceptualised by Ogilvy India, is based on the theme 'Sets you on fire'. The TVC highlights the product's key attributes -- cooked on fire and fiery in taste. The plot revolves around a youngster who dents his elder brother's car and escapes his wrath after taking a bite of Fiery Grilled chicken. The TVC is currently on air on various channels.

KFC has also launched an in-store, as well as an outdoor campaign. For these, it has created illustrative hoardings, menu board animations, a unique 3D floor sticker, among others tools. The OOH campaign has been launched across 30 cities in the country.

Meanwhile, as part of the digital promotion, the brand has launched a motion sensing Facebook application, wherein the application senses your motion through a web camera, and lights up the movement that can be seen on the computer screen. This application is based on the theme of 'Set themselves on fire.' The campaign has recorded over 1,500 videos, and 70,000 new users have joined the KFC Facebook fans.

Furthermore, KFC has partnered with Indiblogger, a blogging community, to conduct a sampling activity, in which vouchers to review the new food item are being given to the first 500 bloggers who click on the banner and submit their details.

A contest has been launched for the bloggers, too, inviting them to describe a series of events, in which they have escaped tricky situations.

The fast-food brand has partnered with radio stations across the country, to highlight moments from people's lives, in which they have overcome sticky situations.

Click here to read the storyboard.