KFC Zimbabwe Expansion Campaign | Clapboard Ad Archive

KFC in your hood

Description

In August 2023, KFC Zimbabwe launched a dynamic film campaign titled KFC NEW OPENINGS, crafted by the creative team at Shift Engage under the direction of Brett Mead. This campaign serves as a pivotal element in KFC’s aggressive expansion strategy across Zimbabwe, highlighting the brand’s commitment to bringing its iconic flavors closer to communities nationwide. Centered around the tagline "KFC in your hood," the campaign employs a localized, relatable approach to connect with audiences by showcasing the opening of multiple new KFC outlets throughout the country. The film medium was chosen to vividly capture the excitement and vibrant spirit of these new store launches, using engaging visuals and storytelling to evoke a sense of belonging and anticipation among Zimbabwean consumers. By emphasizing convenience and accessibility, the campaign reinforces KFC's position as a sought-after destination for quality fast food, with a focus on its signature fried chicken and complementary menu offerings. The creative execution effectively taps into local culture and pride, fostering a stronger emotional bond between the brand and its customers while amplifying awareness around the expanding footprint of KFC in Zimbabwe. Utilizing English for broad reach, this campaign not only promotes product offerings but also celebrates KFC’s role in supporting economic growth and employment within various communities. Overall, KFC NEW OPENINGS exemplifies a strategic marketing and communication effort tailored to maximize impact and drive foot traffic to new stores, reinforcing KFC's market leadership and growth ambitions in the food industry across Zimbabwe.

Credits

Client

KFC

Agency

Shift Engage

Production House

Ogivly SA

Art Director

Brett Mead

Copywriter

Ronnie Chindungwe

Music

Big Ears Production

Campaign Proposition

The "KFC in your hood" campaign, launched in Zimbabwe in August 2023 by Shift Engage, supports the brand’s value proposition of bringing familiar, quality fast-food experiences closer to local communities. Positioned as a trusted provider of convenient, tasty meals, the campaign emphasizes KFC’s growing accessibility by highlighting its multiple new restaurant openings across the country. This reinforces the brand’s commitment to expanding service presence and embedding itself within diverse neighborhoods. From a market strategy perspective, the campaign leverages a narrative approach that speaks directly to Zimbabwean consumers’ desire for greater convenience and local availability amid an evolving food landscape. By focusing on “your hood,” it taps into community identity and proximity, making the brand feel more personal and relevant. The use of film as a medium allows the storytelling to vividly showcase new locations and the brand’s integration into everyday life. Strategically timed as part of an aggressive expansion, the campaign aims to build awareness and anticipation, capitalizing on the momentum of physical growth to deepen brand engagement. The creative direction aligns with insights about the importance of accessibility and familiarity in driving food-related purchase decisions within the Zimbabwean market, thereby strengthening KFC’s foothold in a competitive Food & Drink sector.

Creative Device

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. The 'KFC in your hood' campaign is designed around aggressive expansion and new restaurant openings in diverse Zimbabwean neighborhoods, with an emphasis on local presence ("your hood"). There is no indication of problem-solution framing, product demonstrations, testimonials, or a story-driven arc. Instead, the approach celebrates community inclusion, accessibility, and resonates with everyday Zimbabweans by depicting KFC as part of their local experience. The focus is on showing relatable users within the target audience enjoying the product, using imagery and scenarios that connect with aspirational or familiar lifestyles, thus strongly aligning with Associated User Imagery.