Chicken.
It’s South Africa’s favourite protein and is eaten every day, at almost every meal.
Every meal, that is, except breakfast.
It’s as if the great taste of chicken is being kept under wraps.
But by who?
For years we have been made to believe that cereals, muffins, toast, and croissants are the main players for breakfast – even steaks and boerewors make the cut, but NEVER chicken.
This is thanks to mass advertising, shop aisle takeovers and razor-sharp marketing strategies. Some would go as far as calling it brainwash.
That is, until now.
To launch KFC as a breakfast player, we had to expose the breakfast brainwash,
and empower South Africans to EAT CHICKEN FOR BREAKFAST.
A 90-second conspiracy film, featuring Trevor Noah as a whistleblower, spearheaded the campaign and exposed just how far back this “breakfast brainwash” goes. The plot twist: there was never a conspiracy as KFC has been serving breakfast all this time … unbeknownst to Trevor and revealed by his long-time friend and radio personality Sizwe Dhlomo.
Social media drove the conspiracy further, using content creators to delve up their own evidence of a cover-up by the breakfast industry, while thought-provoking organic content helped the contemporary South African audience uncover the truth around chicken for breakfast.
Digital deepened the narrative, even using Google Search to serve up “Did you mean” suggestions when people looked for Chicken for Breakfast.
OOH bolstered the campaign with provocative messaging and imagery.
In-store activations took on the breakfast industry on their own home ground, with bespoke KFC cereal boxes that served as vouchers towards KFC’s breakfast menu.
Live radio interviews with Trevor Noah blurred the lines between fact and fiction, all the while making the audience hungry for chicken.
Live activations saw protesters take to the streets, kitted with doomsday-inspired placards while handing out KFC vouchers.
