We’re back’: KFC KFC lanza un anuncio con la lengua en la mejilla al reabrir la entrega

En la revista Marketing Week Molly Felmming explica los planes de marketing post covid19 de KFC
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KFC wanted to do “something a bit different” to the wave of coronavirus-related ads that have launched in the past few weeks as it aims to ensure its comms are “grounded in who we are”.

KFC is launching a campaign to announce it “is back” as it reopens its restaurants for delivery and takeaway following the UK lockdown due to the coronavirus pandemic.

The fast food chain is beginning a gradual reopening of 500 restaurants with an ad that promises customers it has “missed them too”.

The video uses images from customers who have attempted to recreate KFC during quarantine with varying degrees of success. The campaign kicks off with a tongue-in-cheek TV commercial, created by Mother, where people’s photographs of their efforts is played alongside the soundtrack of All By Myself by Celine Dion.

The images have been taken from its #RateMyKFC social media campaign, which encouraged people to make their own versions of its chicken wings dish and post them on social for the brand to critique. It has garnered hundreds of tweets and an engagement rate of 101% among its followers over the past six weeks.

The ad ends with KFC reassuring consumers that “we’ve missed you too” but says the chain will “take it from here” when it comes to producing fried chicken.
KFC UK & Ireland marketing director, Jack Hinchliffe, tells Marketing Week: “This shows the length our fans have gone to to recreate KFC at home, some better than others, but the end result is we are saluting their efforts. We wanted to let our fans know we’re back and they can put the fryers down and leave it to us.”

Mother conducted research before creating the campaign to understand how consumers are responding to advertising. It found that people have “had enough empathy from advertising”, Hinchcliffe says.

He explains: “There is a lot of beautiful work pulling on those deep universal truths around connection and belonging, but we knew we wanted to do something different and a bit more [grounded in] who we are.”

KFC is joining other fast food chains including McDonald’s and Burger King in reopening after being forced to shut due to coronavirus. It plans to reopen more than 500 of its 900 branches across the UK and Ireland by the end of this week in a phased launch.

The restaurants will offer a limited menu available to order on Deliveroo, Just Eat and Uber Eats, with the KFC website detailing which sites are open. The smaller menu will help smaller kitchen teams maintain social distancing, while stringent processes and hygiene measures are in place.
Hinchliffe concludes: “The safety of our staff is and will always be our main priority.”

Cinco clases de inglés de negocios online durante cinco días por cinco euros.

Significa cinco clases de inglés de negocios en línea de 30 minutos uno a uno. Todas las clases deben ser completadas en cinco días hábiles a partir de la primera clase. El horario de las clases es entre las 10.00 y las 16.00.

Launches
The regular verb to launch, means to start something.
In the context of the article, the headline tells us the fast food chain wants to start a new advertising campaign.

Tongue-in-Cheek
Tongue in cheek is a adjective that is used to describe something that is said in an ironic or comedic manner.
The advertisement that KFC are planning to launch is a comedy advert.

Comms
Comms is short for communication.
In the article comms refers to communication and advertising strategy of KFC.

Grounded in Who We Are
This advertising expression describes a businesses desire to ensure their advertising strategy is based on the values of the company.

Gradual Reopening
This is a covid19 expression that is used to describe when parts of a country, area or business open for business ahead of other parts.

Attempted
The regular verb attempt means to make an effort to do something.
The article tells us that during the covid19 lockdown people in Ireland and England made an effort to create their own version of KFC food.

Varying Degrees of Success
This expression means that some people were successful making homemade KFC and others were not.

Kicks Off
To kick off means to start, and comes from football.
The game starts at 15.00 and the game kicks off at 15.00 has the same meaning.

Soundtrack
The noun soundtrack means the music that accompanies a movie, TV show, musical or advert.

Encouraged
The regular verb to encourage means to ask people to do something.
The article tells us that on social media KFC asked people to make homemade KFC.

Garnered
The regular verb to garner means to collect something.
The article tells us that on social media KFC has collected many images of homemade KFC chicken.

The Chain
A chain, is a group of shops all owned and branded by the same company.

Take it From Here
To take it from here means to take over or take back  responsibility for something.
In the article KFC are telling their fans that they will now take back responsibility for making KFC chicken.

The Lengths our Fans have Gone to
The expression the lengths somebody has gone to means that a person has worked very hard to try to achieve something.

Had Enough Empathy from Advertising
The verb empathy means the ability to understand the feelings of others.
The article tells us that research says that people who like KFC do not want to see any more advertisements that are about peoples feelings.
It suggests that the soft feeling adverts of the covid19 era don’t appeal to KFC fans.

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