Alternative campaign concept for the limited edition ‘Kentucky Scorcher’ release by KFC Canada, originally released back in 2022.
This retrospective campaign attempts to revise the release into a nationwide spectacle, a tangible fun way to engage people and create real hype.
Originally released in February 2022, I wanted a concept that exaggerated the heat of the burger but also juxtaposed this with the Canadian climate during this extremely cold winter month.
Taking the bold decision to replace the chicken in the hero image with a ‘scorched’ burn hole creates an opportunity to playfully tease the audience, almost daring them to try it, whilst also allowing them to engage with the adverts through the use of augmented reality and the KFC app, ultimately encouraging mobile orders right there on the spot.
The burn holes could be printed, depending on what type of media was selected to advertise, requiring careful planning to ensure the illusion of seeing ‘through’ the hole was convincing enough.
But what if the burn holes were actually real?
This could create a media spectacle surrounding the release and would be more effective for larger scale displays where viewing from different distances and angles would weaken the illusion if it was printed flat.
Taking the idea further, audiences could interact with advertising to earn rewards exclusive to this release, facilitated by AR technology via the KFC mobile app to help drive sales of the burger.
Expanding on the realism of the burnt hole effect, live camera feeds installed in public locations could be transmitted to digital displays like bus stops…
Or video clips could be triggered by motion sensors at train station platforms…
If real holes were an issue though, the illusion could still be effective as printed ads placed in certain locations.
Project credits
Design & Concept: Joel Woodford
Credits for the official 2022 KFC campaign assets, of which some were used only for the express purpose of visualising my concept, can be found here.