Situation: As more and more competitors enter the fried chicken market, KFC is losing competitiveness, especially among younger generations.

Brief: Establish KFC as the ultimate authority in chicken frying.

Objective: Encourage listeners to associate KFC’s fried chicken with excitement and trends.

Tonality: Use wit and humor to engage the audience.

KFC’s Vocal Fry campaign taps into the social media-driven vocal fry trend, emphasizing its unrivaled chicken-frying prowess. With a witty twist — “Not everything is better fried”—the campaign shifts attention from celebrity speech quirks to KFC’s enduringly delicious fried chicken.

By referencing Kim Kardashian and blending pop culture with culinary delight, it aims to resonate with a young audience, celebrating KFC’s distinct culinary position.

Positive Perception

By humorously linking vocal fry to KFC’s chicken-frying expertise, the campaign created a positive association. It reinforced KFC’s reputation for delicious fried chicken and culinary mastery.

Engagement and Connection

Referencing Kim Kardashian and blending pop culture with food enjoyment helped KFC connect with younger audiences.

The campaign invited listeners to associate KFC’s chicken with contemporary trends, reinforcing the brand’s unique position.