In 1957 KFC launched chicken basket. It has changed a lot since then, so to celebrate the anniversary of this legend the brand produced a limited amount of steel baskets in original design.
They were sold in restaurants in addition to the standard chicken, but people were not getting it: why do you need your own basket to go to KFC? The point that it gives you a 30% discount on chicken for the rest of the year didn't seem to help...
Idea. For those, who love KFC chicken so bad they can eat a whole basket alone, we turned the communication upside down. We were not selling chicken; we were selling the way of consumption. A souvenir.
It’s more than just an empty chicken basket that you can bring to KFC to get a discount on chicken wings.
Digital advertisement created by Rodnya, Russia for KFC, within the category: Food.
Creative Director: Serafima Gurova
Agency Producer: Julia Striganova
Media Management: Nikita Belov
Branded Communications Director: Margarita Kraskovskaya / AILOVE
Creative Projects Director: Natalia Ushakova / AILOVE
Production: Zebra Hero