Campaign by O&M Gurgaon shows the importance KFC gives to keeping veg and non-veg menus separate
BestMediaInfo Bureau | Mumbai | June 10, 2014
KFC has recently strengthened its vegetarian line-up. For a brand which is famous for the chicken it serves (giving the brand its name), it is challenging to explore greener (read vegetarian) markets. Keeping that in mind, the brand has come out with a campaign called 'Great Divide' conceptualised by Ogilvy & Mather.
KFC opened in India in 1995 but after an unsuccessful stint, made a comeback in 2004. Just like McDonaldâs which had to forgo its beef products to survive in the country, KFC had to introduce a vegetarian line, which meant a vegetarian avatar of the popular Zinger burger in 2010. The new line of vegetarian products stars the popular Veg Zinger burger.
However, while many consumers chose to embrace this menu, many others were unaware or even doubtful of the measures taken to keep the veg menu separate from the non-veg section. The challenge for KFC was to showcase to the vegetarian consumer the attention to detail that KFC gives to separating its Veg and Non-veg offerings.
Ogilvy & Mather came up with a quirky love story, consisting of all the twists of any typical movie. Only this one stars a Chicken Zinger and a Veg Zinger as the main protagonists.
âWhile the idea was to showcase how serious KFC is towards segregation of veg and non-veg products in their kitchens â the brief was to convey this in a fun and entertaining manner â without taking away from the seriousness of the message. We feel confident that this quirky love story between a veg and non-veg burger does that beautifully,â explained Ajay Gahlaut, Creative Head, Ogilvy & Mather.
The TVC opens with a Charming Chicken Zinger being portrayed as the male hero while Dreamy Paneer Zinger becomes the heroine. The TVC goes on as a movie would, showing the two burgers falling in love. As the hero tries desperately to come close to his lady love, he realises that there is an unseen force which stops him. The supers in the TVC then explain that the burgers could not meet because they were from different worlds, and that is how it is always going to be in KFC. It goes on to explain how KFC has separate chefs, utensils and even ingredients for veg and non-veg food so that there is no chance of things ever getting mixed. The TVC ends by saying that in KFC veg and non-veg can never mix, âunless someone orders them togetherâ.
Dhruv Kaul, Director Marketing, KFC India, said, âOur âSo Veg, So Goodâ range, which has helped us broaden the brandâs relevance, has been received very positively by consumers. Considering the sentiments and beliefs of our vegetarian customers, we at KFC maintain stringent standards to ensure that there is absolutely no mixing of vegetarian and non-vegetarian offerings at our stores. Everything from the utensils, ingredients and staff are segregated. We wanted to convey this message to our consumers yet keep it entertaining and informative, and this video does exactly that.â
Client: KFC India
Agency: Ogilvy & Mather, Gurgaon
Creative Head: Ajay Gahlaut
Creative Team: Ajay Gahlaut, Shailender Mahajan, Krishna Mani, Manmeet Singh, Sushant Barua, Swati Tyagi, Vishal Yadav
Account Management: Kapil Arora, Niket Kumar, Debarati Paul, Bhawna Vohra
Account Planning: Neeraj Bassi and Anirban Roy