KFC, Ogilvy South Africa crowned Partnership of the Year at Financial Mail AdFocus Awards

SOUTH AFRICA – The exclusive marketing partnership between KFC Africa and one of the largest marketing communications agencies in South Africa, Ogilvy South Africa has been recognized as Partnership of the Year at the 2024 edition of the Financial Mail AdFocus Awards.

KFC Africa, in collaboration with Ogilvy South Africa, has executed several innovative marketing campaigns in recent years, emphasizing storytelling and cultural relevance.

One notable initiative is the Anything for the Taste campaign launched on January 15, 2023.

This campaign drew inspiration from an urban legend about a man impersonating a KFC Food Inspector to obtain free meals.

It featured a private investigator documenting this whimsical story through a web series and culminated in a cinematic film showcasing the lengths people would go for KFC’s taste.

The campaign was designed to enhance brand awareness and engage audiences through a multi-channel approach, including social media and traditional media outlets.

In July 2024, KFC launched the Indlala2dlala campaign, celebrating its 15-year partnership with the Kolisi Foundation. This initiative aimed to highlight the impact of hunger on children’s play and dreams, leveraging emotional storytelling to connect with audiences.

Additionally, the Beyond the Sea campaign, initiated on September 17, 2024, featured researchers on Marion Island who yearned for KFC while conducting scientific work. This campaign utilized teasers and cinematic storytelling to illustrate the extreme lengths people will go to for their favorite food.

These campaigns have significantly boosted KFC’s brand presence, with metrics indicating increased engagement and social media traction, reinforcing KFC’s position as a beloved fast-food brand in South Africa.

Since 1990, the Financial Mail AdFocus Awards have become a landmark on the South African marketing and communications landscape, recognising agencies and individuals, not just for their creative and marketing skills, but for their all-round business acumen.

AdFocus Awards chair Luca Gallarelli, who is also group CEO of TBWA, says, “The finalists represent the best of our industry, not only in evolving it but in placing the creative product first with an understanding that it is only through our work that we will have a meaningful impact on our clients’ brands as they engage with their consumers.”

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