Let's bond over a Zinger pie ?

KFC have spent years marketing to the Aussie consumer, after decades of success it is safe to say they know how to get through to us via their advertising. KFC understand the needs, emotions and interests of their customer, they have used this knowledge in the marketing campaign of the Zinger Pie.

Instead of focusing predominantly on the pie for their advertisements and commercials the focus is also on team bonding and friendships, relating to the customer on an emotional level.

KFC also conducted a number of interviews with the very first of Zinger Pie consumers, the viewer can connect with these people and find similarities between themselves and the interviewee. 

Some examples are; 

Blake the Personal Trainer

http://www.youtube.com/watch?v=O4JdIW-XxVg

Fans of the Pie

http://www.youtube.com/watch?v=Wli99OAiJEg

As you can see KFC have kept consistency with their ongoing theme in these interviews; fit, active, young, working class Australian's, all of whom just LOVE the Zinger Pie. 

They have used the innovation adoption model of response, developed by William McGuire, here by providing the viewer with a demonstration of the Zinger pie being tasted by a number of people. (2012, p. 101)

Throughout their campaign KFC have used opinion leaders to promote the product, 'Wippa' and 'Ed' primarily, the consumer watched and listened to these people they hold in a high regard.

Overall I feel that this marketing campaign was excellently executed, KFC touched their target audience and also a broader market through a number of media's.

Bibliography

Belch, G. Belch, M. Kerr, G. Powell, I. 12012. Advertising, An Integrated Marketing Communication Perspective, McGraw Hill Australia Pty Ltd, North Ryde, NSW.