Core has created a three-part series of case studies exploring some of the thinking behind its Effie-winning campaigns from 2023.
In the first of the series, business director Alan Barnewell and lynn Callan discuss the agency’s work for KFC, which picked up a Silver Effie.
The two explore how it helped the brand develop a new product offering- the Chicken Fillet Roll- which has since gone on to become one of KFC’s best selling products.
Barnwell suggests that a “great creative idea is not always an over-the-top TV commercial… Sometimes, it’s a sandwich.”
The creation and launch of KFC’s Chicken Fillet Roll demonstrates the power of creativity beyond advertising while it shows how important it is to invest in local creativity. Callan says while it demonstrates how injecting creativity into every aspect of a brand (in this case, from ads to the menu) with little budget, it can have disproportionate positive results.
