The latest KFC campaign tells the epic story of a legendary fake food inspector. In 2019, reports surfaced of a man impersonating a KFC Food Inspector to get his hands on free KFC.
KFC and Ogilvy South Africa have launched an integrated campaign inspired by this legendary story, which began with a press release informing the public that KFC had hired a Private Investigator, Beckett Mathunzi, to unearth the secrets behind this urban legend.
Alongside a hotline, the campaign was supported by a web series. It documented the KFC P.I.’s investigation, and with an engaging always-on media strategy, kept the conversation alive — along with guest appearances on TV and radio segments.
The culmination of this campaign is an epic cinematic masterpiece by Greg Gray, depicting the great lengths this ‘Unofficial Taste Inspector’ went to for the irresistible taste of KFC.
Legend has it, the KFC Fake Food Inspector travelled the length and breadth of the country. Some say there were more than one of them, while others say that the person wore disguises to evade detection. Whatever the story, the mystery of this person has made them a bit of a cult hero ever since, doing everything and anything for the taste of KFC. And although KFC records show that no such events actually took place, why would they spoil a good story with the facts?
‘This campaign is all about driving awareness of the irresistible taste of KFC,’ said KFC Marketing Director Grant Macpherson. ‘This story has it all; an urban legend on the loose, a P.I. hot on his heels and our food at the heart of it – showing that some would do anything for the taste of KFC.’
‘Modern storytelling happens at the intersection of culture and brand. The impact is created when the brand and audience collaborate to tell real stories in a relevant and authentic way,’ said Ogilvy South Africa Chief Creative Officer Kabelo Moshapalo.
Watch the P.I. Diaries: episode 1, episode 2 and episode 3.
OGILVY
www.ogilvy.co.za
