Just recently, fast-food brand KFC has been spotted taking its tagline “finger-lickin’ good” very seriously. And quite literally. Helped by Mother London agency, the brand wants to highlight the fact that finger lickin’ is part of the KFC experience.
Dhiren Karnani, Marketing Manager at KFC UK & Ireland said: “KFC is truly finger-lickin’ good, and this campaign will re-ignite the meaning back into the phrase we all know and grew up with.” The ad was launched to bring the unmistakable Original Recipe taste that people simply can’t help themselves but crave, to the forefront of everyone’s minds.
This is what happens in the West. But let’s take a look at what is going on in the Middle East…
Here, the Kentucky Fried Chicken connoisseurs don’t take the brand’s tagline so literally. Greasy hands are not their biggest dream. They simply don’t want to lick their fingers to clean up their hands. Much like the Doritos’ fans, who usually wipe their fingers on jeans, shirts, friends, pets, or even the sofa. Well, this group of gourmets doesn’t have to do this anymore, as the chips brand came up with the Doritos Towel Bag, a bag made entirely out of terry towel cloth so you can have something more suitable to wipe your fingers off on.
Something similar is happening with KFC. To help its customers clean their hands properly, the company came up with its own version of napkins. By using a special ink-resistant tissue paper, the brand turned all of its collaterals — like menus, placemats, food bags, posters, flyers, and even their cashier receipts — into tissue napkins that have different shapes and sizes. The fact that the ink is eco-friendly makes the tissue safe for usage. The campaign, produced in the United Arab Emirates by TBWA\RAAD, was born to celebrate the freedom that comes with eating with your hands.
So, if you happen to be in one of KFC’s restaurants in Dubai or Beirut, you’ve probably been “Napkinized.”
Mert Yener, KFC MENA’s Marketing Manager said to Branding.news: “At KFC, we are always trying to surprise our customers by giving them interesting ways to interact with our brand. With ‘NAPKINIZED’ our main goal was to celebrate all those who come to our restaurants just for the pure joy of sharing a meal in the most fun and casual way. Our customers now get to take matters into their own hands – and just clean up with whatever is nearby.”
“NAPKINIZED” has started in Dubai and Beirut in February 2020 and is rolling out across more than 87 restaurants in the UAE and Lebanon. Help us spread the word, maybe the brand will bring these tissues in all of its restaurants.
Credits:
Client: KFC
Agency: TBWA\RAAD