KFC’s "Families" campaign leverages the brand’s 50-year presence in the UK to underscore its value as a unifying force around shared experiences, specifically the ritual of enjoying a bucket of chicken together. The central proposition centers on KFC as a catalyst for connection, emphasizing how food can break down social and emotional barriers by fostering warmth, inclusivity, and togetherness. By choosing a foster family as the narrative focus, the campaign acknowledges the evolving definition of family within contemporary Britain, highlighting diversity and the inclusivity of non-traditional family structures.
Strategically, the campaign taps into the cultural insight that food rituals are powerful moments of bonding, especially in complex family situations. The use of a foster family not only reflects societal shifts but also aligns the brand with themes of care, acceptance, and community, fostering emotional resonance beyond conventional advertising tropes. This approach broadens KFC’s appeal by connecting with viewers on a human level rather than simply promoting product attributes. It appeals to a socially aware audience who value diversity and the emotional significance of shared meals. The narrative storytelling format situates KFC as more than a fast-food option, positioning it as a meaningful part of everyday life that supports and celebrates family diversity in the UK. The integration of a partnership mention with Barnardo’s for fostering and adoption further anchors the campaign’s social relevance, extending its impact beyond brand messaging to a real-world cause, thereby deepening audience engagement and credibility.
FORMAT#5 EXEMPLARY STORY — Tells a story where the product plays a vital role in the plot or resolution.
This campaign fits the Exemplary Story format because it uses a narrative structure centered on a foster family whose barriers are overcome through the act of sharing a KFC bucket. The “hands on” experience of eating KFC together is positioned as the catalyst that brings the diverse family unit closer, moving the plot toward emotional connection. The product is not just present, but is shown as helping resolve the central tension—demonstrating the classic story arc where the brand facilitates a meaningful outcome.
1. McDonald’s – Positioned as a global fast-food leader emphasizing consistency, affordability, and family-friendly dining. McDonald's focuses on convenience with a diverse menu, iconic branding, and innovative marketing targeting broad demographics, leveraging extensive global reach and technological integration.
2. Burger King – Differentiates through a flame-grilled, bold flavor proposition, appealing to consumers seeking a more intense burger taste. Burger King often uses edgy, provocative advertising to capture a younger, trend-savvy audience, emphasizing customization and value deals.
3. Subway – Markets itself as a healthier fast-food alternative by promoting fresh ingredients and customizable sandwiches. Subway targets health-conscious consumers looking for quick, nutritious meal options, fostering transparency about ingredient quality and balanced eating.
4. Greggs – UK-based bakery chain focused on affordable, freshly made snacks and meals with a strong local presence. Greggs differentiates by blending convenience with comfort food offerings, emphasizing value, taste, and adapting to evolving customer preferences like vegan options.
5. Nando’s – Specializes in flame-grilled peri-peri chicken with a unique Afro-Portuguese heritage. Nando’s stands out through a casual dining experience, bold flavors, and a strong brand personality rooted in authenticity, friendly service, and vibrant restaurant atmospheres.
Q: What is Families about?
A: Families is a professional campaign created by BBH for KFC, launched in the United Kingdom in 2015 to commemorate the brand’s 50-year presence in the market. The campaign centers on a foster family, using film as its medium to highlight the power of shared experiences around KFC’s iconic bucket. By focusing on the evolving and inclusive definition of family in modern Britain, Families positions KFC as a catalyst for connection, celebrating diversity and unity through the ritual of sharing food. The campaign also directs viewers to Barnardo’s for fostering and adoption, aligning the brand with a meaningful social cause.
Q: What creative device does Families use?
A: Families employs the Exemplary Story format, as classified by Clapboard’s 12-format taxonomy. This approach uses a narrative structure where the product—KFC’s bucket of chicken—plays a vital role in resolving the central tension within a foster family. The act of sharing food becomes the catalyst for emotional connection, breaking down social barriers and advancing the plot. By integrating the product into the heart of the story, the campaign demonstrates how KFC facilitates meaningful outcomes, making the brand intrinsic to the campaign’s resolution and emotional impact.
Q: What is the campaign proposition for Families?
A: The campaign proposition for Families positions KFC as a unifying force in British life, emphasizing the brand’s role in fostering warmth, inclusivity, and togetherness through shared food rituals. By focusing on a foster family, the campaign acknowledges the changing definition of family in contemporary Britain and aligns KFC with themes of care, acceptance, and community. This strategic positioning appeals to a socially aware audience that values diversity and the emotional significance of shared meals, while the partnership with Barnardo’s for fostering and adoption extends the campaign’s relevance beyond advertising into real-world social impact.
Q: How does Families rank in Clapboard's archive?
A: Families holds a Clapboard Campaign Score of 79/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial standards.
Q: Who are the competitors in KFC's category?
A: In the food and drink sector, KFC competes with McDonald’s, which leads globally by emphasizing consistency, affordability, and family-friendly dining with a broad menu and strong brand recognition. Burger King differentiates itself through bold, flame-grilled flavors and provocative marketing aimed at younger consumers. Subway targets health-conscious diners with fresh, customizable sandwiches and a focus on ingredient transparency. Greggs, a UK-based bakery chain, offers affordable, freshly made snacks and meals with a strong local presence and adaptability to evolving tastes. Nando’s stands out with its flame-grilled peri-peri chicken, Afro-Portuguese heritage, and vibrant, authentic dining experience.
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