According to KFC, it 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.
KFC says that alongside a hotline, the campaign was supported by a web series. It documented KFC's PI'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 a cinematic masterpiece by Greg Gray, according to KFC. It depicts the great lengths this "Unofficial Taste Inspector" went to for the taste of KFC.
KFC adds, "Legend has it that the KFC fake food inspector travelled the length and breadth of the country. Some say there was 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 we spoil a good story with the facts," says KFC.
"This campaign is all about driving awareness of the irresistible taste of KFC," adds 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," says Macpherson.
"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," concludes Ogilvy South Africa's chief creative officer Kabelo Moshapalo.
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