Especially for younger generations, fast food is no longer a “sometimes” option; it is now a frequent solution to hunger.
New data has suggested that, in Sweden, seven out of ten young people despise the thought of sharing their fast food meal, which has prompted one global QSR operator to introduce a new campaign targeted directly at that niche market.
KFC has given young Swedes permission to protect their fast food by any means necessary, particularly the fast-food challenger's latest menu addition: a Bucket For One. A new bucket-sized and priced for solo consumption.
The campaign, developed with Uncommon Creative Studio Stockholm, has brought a selfish instinct to a brand that has always been built on a notion of sharing.
"KFC Sweden has spent more than a decade bringing people together over a bucket. But sometimes you just want it all to yourself," said Axel Ericsson, Brand Manager at KFC Sweden.
"With the launch of Bucket For One, we wanted to give people permission to be selfish about their tasty fried chicken."
The visual treatment trades traditional food styling for macro-lens renaissance-inspired photography, depicting visceral moments of licking, poking and coughing on fried chicken to playfully make it unsharable. Shot by Pål Allan, the end result is dramatic, disturbing and delicious all at once.
A new survey conducted by Attest reveals that seven in 10 young Swedes express frustration when forced to share their fast food, but a mere nine percent possess the courage to say no. Instead, many shared a willingness to resort to other playful & taunting protective measures, no matter how absurd.
"This is exactly the kind of work and creative partnership we thrive on," said Björn Ståhl, Chief Creative Officer at Uncommon Stockholm.
"Bold ideas that pick a fight with conventions to push known, loved brands like KFC into new territories that are impossible to ignore."
The campaign will run across social and online film and in OOH placements in Sweden and beyond.
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