KFC Australia brings ‘Go Full Chicken’ to life with playful Boxfull campaign via Special

Australia — KFC has launched a new campaign for its Boxfull value range, using an imaginary secret laboratory to showcase the brand’s commitment to delivering what it calls “maximum chicken” through humour and entertainment.

Created by creative and advertising agency Special, the campaign expands KFC’s recently launched “Go Full Chicken” brand platform by imagining a team of specialists working tirelessly to develop an ordinary cardboard box capable of holding an extraordinary amount of chicken, turning it into the unlikely star of the story.

At the heart of the campaign is a series of films set inside the fictional Secret KFC Box Lab, where viewers meet the lab’s meticulous Head Box Technologist, Ingvar, and his team of engineers.

Together, they put cardboard boxes through a range of exaggerated tests in search of the perfect design that can withstand the pressure of carrying more chicken than ever before.

The humorous creative reinforces KFC’s “Go Full Chicken” philosophy, which celebrates KFC’s dedication to doing things properly — whether preparing its chicken or designing packaging that can handle generous portions. 

KFC South Pacific (SOPAC) Chief Marketing Officer Vanessa Rowed said, “The new Boxfull range delivers fan favourites at incredible value, and this campaign brings our ‘Go Full Chicken’ philosophy to life in a way that’s entertaining, unexpected and unmistakably KFC. Because great value advertising doesn’t have to shout the loudest, it just has to give people something worth watching.” 

Special Chief Creative Officers Tom Martin and Julian Schreiber said, “Everyone knows KFC is famous for its value packed delicious chicken meals. But nobody ever talks about the plight of the weak, cardboard box. Is it up to the task of carrying this much chicken? Will it hold? What is maximum chicken capacity? All questions the new KFC Boxfull range now raises.”

The integrated campaign launches across television, digital, social media, influencer partnerships, radio and out-of-home advertising, extending KFC’s latest brand platform through a light-hearted campaign designed to entertain while reinforcing its value proposition.