The Taste That Unites – KFC UK 2013 | Clapboard Ad Archive

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Christmas 2013 - KFC | Clapboard Ad Archive

KFC’s Christmas 2013 campaign, The Taste That Unites, created by BBH, stands as a confident assertion of the brand’s role at the heart of festive connectivity in the United Kingdom’s highly competitive Food & Drink sector. The work departs from product-first narratives, instead centering the kitchen table as a stage for warmth, reconnection, and familiar companionship, with KFC as both the literal and emotional centerpiece. By depicting real moments of togetherness—families and friends gathering, laughter echoing over chicken buckets—BBH crafts a relatable, user-centric vision that forgoes spectacle and cliché in favor of a directly human touch. The creative strategy, which Clapboard’s taxonomy would classify as FORMAT#10—Associated User Imagery, anchors the campaign in a visual language instantly recognizable to the UK mass market, inviting audiences to see themselves reflected in the ad’s scenes and reinforcing KFC as a natural part of seasonal rituals. This is not a bid for holiday grandeur or culinary one-upmanship but an intelligent alignment of brand and cultural rhythm, staking out KFC’s territory as a participant in everyday celebration when the stakes are emotional rather than competitive. Navigating an industry landscape where McDonald’s leverages global dependability, Burger King pursues youthful provocation, Nando’s occupies a premium, flavor-forward space, and Greggs leans into value and convenience, KFC’s positioning here is clear—the brand is a catalyst for real connection when it matters most. Adding a downloadable song extends this emotional platform, seamlessly opening up a channel for digital engagement and strengthening the campaign’s resonance across media touchpoints. With campaign reach handily validated by a view count well above the crucial 100,000 mark, The Taste That Unites achieves a rare blend of scale and intimacy during a period of fierce holiday media competition. The campaign earns 64/100 in Clapboard’s global creative archive. This campaign matters because it crystallises the value of authentic user identification as a route to emotional relevance in seasonal advertising, signalling to the industry that participation in consumers’ real festive moments is worth more than just presence in their living rooms.

Credits

Client

KFC

Agency

BBH

Executive Creative Director

David Kolbusz

Copywriters

David Kolbusz, Matt Moreland

Art Director

David Kolbusz, Chris Clarke

Creative Director

Marc Hatfield

Producer

Rachel Hough, Vaia Ikonomou, Orlando Wood, Amy Appleton, Matt Williams

Strategic Planner

Sian Cook, Ross Berthinussen, John Jones

Account Management

Phil Baker, Leo Sloley, Shawn Lacy

Production House

Biscuit Filmworks

Director

Tim Godsall

Crew

Nicola Dempsey

Cinematographer

David Procter

Category Mind Map

48%

The KFC Christmas 2013 campaign, titled "The Taste That Unites," centers on the brand’s proposition of bringing people together through shared food experiences during the holiday season. By highlighting the emotional resonance of gathering around the kitchen table, the campaign underscores KFC as not just a meal option but a facilitator of connection, warmth, and festive togetherness. This positions KFC as a meaningful choice that transcends convenience or flavor alone, aligning the brand with values of friendship, community, and seasonal goodwill. Strategically, the campaign leverages the insight that Christmas is a key cultural moment for family bonding and communal celebration in the UK. The creative narrative adopts an emotive, story-driven approach rather than focusing solely on product attributes, thereby tapping into deeper consumer desires for connection and tradition. The targeting addresses a broad audience seeking comfort and familiarity during the holidays, emphasizing universal themes of inclusion and shared enjoyment. Additionally, incorporating a downloadable song supports multi-channel engagement and extends the emotional experience beyond the advertisement itself. Overall, the campaign’s market strategy effectively marries the brand’s identity with culturally relevant moments, positioning KFC as a staple of festive occasions and aligning consumption with emotional values during a competitive holiday advertising period.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign centers on the universal Christmas ritual of gathering with friends and family, using the kitchen table as a heartfelt anchor. The ad's messaging ("sharing something we all love. Good food, good friends...") places relatable, everyday people front and center, emphasizing how KFC fits naturally into cherished moments. Rather than a plot-driven narrative or overt symbolism, the creative focuses on shared cultural practices and depicts scenes the target audience can easily imagine themselves partaking in, making FORMAT#10 the best fit. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. McDonald’s – Positioned as a global fast-food leader with a focus on consistent quality, affordability, and family-friendly dining. McDonald’s leverages extensive menu variety, strong brand recognition, and convenience through widespread locations and drive-thrus. 2. Burger King – Differentiates itself with its flame-grilled burgers, emphasizing a bold, flame-cooked taste. The brand appeals to a more rebellious and younger demographic by using edgy marketing and promoting customization through the “Have It Your Way” message. 3. Nando’s – Specializes in flame-grilled peri-peri chicken, positioning itself as a slightly more premium and flavorful alternative within the chicken segment. It emphasizes authentic Portuguese-African heritage, casual dining ambiance, and high-quality ingredients. 4. Subway – Focuses on fresh, customizable, and healthier fast food options, particularly sandwiches and salads. Subway’s strategic angle targets health-conscious consumers seeking convenience without compromising perceived nutritional value. 5. Greggs – Known for affordable, convenient bakery and fast food items with a strong emphasis on savory pastries and snacks. Greggs appeals to the value-driven, on-the-go UK consumer with a broad network of high street and roadside locations.

Q: What is Christmas 2013 about? A: Christmas 2013 is a professional campaign created for KFC by BBH and released in the United Kingdom in 2013. The campaign centers on the idea of bringing people together during the festive season, using the act of sharing food around the kitchen table as its emotional anchor. The film execution focuses on relatable British families and friends gathering to enjoy KFC, positioning the brand as a facilitator of connection and warmth during Christmas. This campaign was designed for the Food & Drink market and leverages the universal appeal of communal dining to reinforce KFC’s role in seasonal celebrations. Q: What creative device does Christmas 2013 use? A: Christmas 2013 employs FORMAT#10 Associated User Imagery, as classified by Clapboard’s 12-format taxonomy. This creative device places everyday people at the center of the narrative, depicting scenes that the target audience can easily see themselves in. Rather than relying on plot-driven storytelling or overt symbolism, the campaign uses authentic, culturally resonant moments—such as gathering around the kitchen table—to foster identification and aspiration. By focusing on shared rituals and genuine interactions, the campaign invites viewers to imagine KFC as a natural part of their own festive traditions. Q: What is the campaign proposition for Christmas 2013? A: The campaign proposition for Christmas 2013 is that KFC is more than just a convenient meal—it is a catalyst for togetherness, warmth, and festive connection during the holiday season. By highlighting the emotional resonance of sharing food with friends and family, the campaign positions KFC as a meaningful choice that aligns with values of community and seasonal goodwill. Targeting a broad UK audience seeking comfort and familiarity at Christmas, the campaign taps into the desire for inclusion and tradition, reinforcing KFC’s identity as a staple of festive occasions in the competitive Food & Drink market. Q: How does Christmas 2013 rank in Clapboard's archive? A: Christmas 2013 holds a Clapboard Campaign Score of 64/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the context of holiday advertising in the UK. Q: Who are the competitors in KFC's category? A: In the UK Food & Drink sector, KFC competes with McDonald’s, which is known for its global consistency, affordability, and family-friendly appeal; Burger King, which targets a younger, more rebellious audience with its flame-grilled offerings and customizable menu; Nando’s, which positions itself as a premium, flavourful alternative with a focus on peri-peri chicken and authentic heritage; Subway, which appeals to health-conscious consumers seeking fresh, customizable fast food; and Greggs, which serves value-driven, on-the-go customers with a wide range of bakery and snack items across high street and roadside locations.