What if Col. Sanders came back to life and roasted all the ads that were made on him after he was gone?
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The Fry Show
Business Problem:
"It’s fair to say our core customer, is older than the average quick-service customer.
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And we need to bring in new audiences and invite new generations of customers to discover or rediscover KFC."
KFC leans heavily on the Colonel as its central brand asset
But the questions we need to ask are:
Colonel’s Legacy: Still Iconic or Fading?
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Do they know the Colonel or just recognize him?
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Was he ever properly introduced to the younger generations?​​​
Consumer Problem:
For older generations, it makes sense.
A memory preserved.
For younger generations, the Colonel exists only as a logo, a symbol with no direct connection to the man behind it.
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A secondhand nostalgia, now being forced by actors merely playing the role of Colonel Sanders.
Insight:
Once a person is gone, they lose control of their story. Others take charge and shape it into whatever they want it to be.
Idea:
What if they could come back to life and see what was said and done in their name after they were gone?
Execution:
Bring Col. Sanders back to life
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How?
Create an AI version of Colonel Sanders. Feed it with his past interviews, videos, and ads to perfectly mimic his personality
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What will he do?
AI Col. Sanders will host a roast show, reacting to all the KFC ads that were made on him after he was gone
Comms Plan
Objective
Barrier
Comms Task
PHASE 1
Curiosity
We don't care about Col.
Take Col. out of their lives
Media
In-store
Serves chicken in plain white buckets. Kicks the conversation among customers.
Social Media
#WhereIsTheColonel
PHASE 2
Reveal
How do we bring back the Col. to life
Introduce AI Col. Sanders
Social Media
Trailer Launch: Everyone who posted about the missing Col. gets a DM of the show trailer.
#HereIsTheColonel
In-store
Weekly Episodes: 7 episodes of The Fry Show will be made. Episodes can be accessed only by scanning the QR code on the KFC Bucket.
PHASE 3
Participate
We never met Col. in real life
Give them a chance to interact with Col.
Live stream
Live Streaming Events: Host live-streamed events where fans can interact with the AI Sanders in real-time.
PHASE 4
Promise
Keep it authentic
Long live Col.
PR
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Microsite
Microsite: Create personalised Col. Sanders video messages & gift cards.