Marketing ANZ

KFC Australia goes all in on chicken obsession with new platform via Special

by Sharona Nicole Semilla

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June 16, 2026

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Australia – KFC Australia has launched a new long-term brand platform, “Go Full Chicken,” marking the first campaign from Special since the agency was appointed earlier this year.

Built around KFC’s commitment to preparing its signature chicken with care and consistency, the platform celebrates both the cooks who hand-prepare each piece daily and the fans who appreciate the extra effort behind the brand’s products.

Leading the campaign is a hero film directed by Stefan Hunt of EXIT, featuring an unconventional ice-skating performance between a KFC cook and a fried chicken drumstick.

The choreographed routine is set to a reimagined version of Rick Astley’s iconic hit, Never Gonna Give You Up.

Vanessa Rowed, Chief Marketing Officer for KFC SOPAC, said the platform represents more than a campaign, describing it as a belief system that reflects the care, craft and dedication behind the brand’s chicken.

She added that it also provides a foundation for entertaining work capable of becoming as recognisable as KFC’s products themselves.

According to Tom Martin andJulian Schreiber, Chief Creative Officers and Partners at Special Australia, the team sought to build a platform rooted in a genuine brand truth.

They noted that KFC’s obsession with doing chicken properly offered an opportunity to develop bold and entertaining work while creating a distinctive voice that audiences would want to engage with over time.

Cade Heyde, Global Partner at Special, said the campaign signals the start of an ambitious partnership built around strengthening KFC’s cultural relevance and shaping the next chapter of the brand.

The campaign launches this week across cinema, television and digital channels, with the “Go Full Chicken” platform set to expand into sponsorships, out-of-home advertising, social media, influencer partnerships and Google experiences throughout the year.

The Australian rollout also coincides with KFC’s new global visual identity, designed to modernise the brand’s look while maintaining the recognisable elements associated with the fast-food chain.