KFC serves "More Tender Than Ever" boyband campaign via Special

KFC Australia has launched "More Tender Than Ever", a campaign by Special promoting its revamped Chicken Tenders and expanded range of dipping sauces, with a fictional boyband at the centre of the creative.

The campaign launches nationally under KFC's "Go Full Chicken" brand platform.

The hero film uses boyband-style harmonies to tell the story of the tender's transformation. Out-of-home focuses on the size, texture and quality of the new Tenders, while social content is dedicated to the 11 sauces.

KFC CMO Vanessa Rowed said: “Our boy-banding process sets the stage for a truly transformed product story, bringing the obsession behind our new Tenders to life with maximum entertainment.

“The wider campaign ecosystem showcases the product upgrades in detail, with OOH spotlighting bigger, crispier and saucier Tenders, while social and creators dive deeper into the unique flavour profiles of our 11 dipping sauces.”

Special turned the idea of tenderness into an entertainment concept inspired by the boyband era, rather than taking a product-led approach. The band and its music were created with Revolver director Leilani Croucher and composers at OTIS.

Tom Martin and Julian Schreiber, Special CCOs and Partners, said: “We could have just told Australia that KFC made their tenders bigger, juicier and crispier.

"But rather than running an ignorable product relaunch, we wanted to use it as a moment to also show the incredible passion KFC have put into improving their tenders. The result is a big, unusual, delicious fever dream that transports us all to a tenderer time in our lives.”

The six-week campaign will run across TV, YouTube, SVOD, OOH, paid social and creator content, supported by community management-led social activity.

CREDITS

Client: KFC Australia
Chief Marketing Officer - KFC SOPAC: Vanessa Rowed
Marketing Director: Sabrina Douglas
Group Marketing Manager: Jessica Farahar
Assistant Brand Manager: Johann Nielsen
Brand & Communications Manager: Gabby Hunt
Head of Media: Bridget Cooper
Media Manager: Christian Fox

Creative Agency: Special 
CEO/Partners: Lindsey Evans & Cade Heyde
CCO/Partners: Tom Martin & Julian Schreiber
CSO/Partner: Dave Hartmann
Creative Directors: Gabe Woodmansey & Jono Aidney

Creatives: Joel Grunstein, Harry Roth & Eliza Smith

Senior Strategist: Adelaide Day-Collett

Executive Director: Jaimee Kerr
Senior Business Director: Annabelle Massera
Business Manager: Alice Bishop

National Head of Production: Tash Johnson
Head of Print: Nick Lilley
Design Director: Dan Jones
Finished Artist: John Rivera 
Senior Producer: Alyce Guy
Social Shoot Production Coordinator: Serina King
National Head of Social: Maddie Marovino
Community Manager: Jasmine Jaffar

Production Company: Revolver
Director:  Leilani Croucher
Managing Director / Co-Owner: Michael Ritchie
Executive Producer / Partner: Pip Smart
Senior Producer: Alex Kember
DOP:  Andrew Commis
2nd Unit DOP: Susan Stitt
Food Stylist: Jenn Tollhurst
Production Designer: Kris Brujic
Wardrobe: Olivia Simpson
Makeup & Hair: Gavin Anesbury
Choreographer: Tiana Canterbury 

Casting: Natalie Jane Harvie, Citizen Jane Casting

Edit: The Editors
EP, The Editors: Rita Gagliardi
Offline Edit: Brendan Jenkins
Grade and Motion Graphics: Scott Stirling
VFX & Online: Stu Cadzow
Music + Sound: OTIS

Media Agency: EssenceMediacom

Social

Social Director: Harry Roth

Social DOP: Trudi Gultom
Social Gaffer: Tahira Donohoe-Bales
Social Post Production: Carve & Stitch
Social Post Producer: Jet Dominic
Social Editors: Reuben Gibbes and Jeremy Cooper