What's the big idea?

KFC has been one of Australia’s favirote fast food outlets for decades, first opening in Australia in 1968 (KFC online). Over the years they have mastered the art of marketing to the Australian consumer, constantly bringing out new products and adapting to the changing needs of the Aussie market.

‘Pie with plenty of bite’, ‘Say it with Chicken’.

These two slogans were used in the Zinger pie marketing campaign, KFC’s long running ‘Say it with chicken’ campaign has been integrated with many of the companies products.

As Timothy Forster explains; ‘The purpose of a slogan in an advertisement is to leave the key brand message in the mind of the target’ ‘Its goal is to stick’

I feel that in this case the two taglines have served their purpose and both resonate with the big idea of the campaign, bonding with friends and family over chicken.

In all of KFC’s advertising you will see the colour red used predominantly. As described by Darrell Zahorsky, using the colour red in advertising brings the feelings of excitement and passion to the product, it brings attention to the product, in this case, the Zinger pie. 

The combination of these techniques plus others ensured news of the product spread quickly, not only via viewing their TV commercials or listening to the radio but word of mouth around the humorous advertising.

Bibliography

KFC online. 2013. About Us.

Available: http://www.kfc.com.au/about-us/index.asp

(accessed 24 October 2013)

Forster, T. How Ad Slogans Work. How Stuff Works.

Available: http://money.howstuffworks.com/ad-slogan1.htm

(accessed 24 October 2013)

Zahorsky, D. What colour is your business? Small Business Information.

Available: http://sbinformation.about.com/cs/advertising/a/colors.htm

(accessed 21 October 2013)