Gold Award for KFC “We Like It Campaign” ComVort Caribbean partner agency CMB - The KFC “We Like It Campaign” is a remarkable tale from unassuming beginnings ending in an Award winning Success Story...
The
KFC “We Like It Campaign” is a remarkable tale from unassuming beginnings.
It’s
carnival season in Trinidad & Tobago, the energy, excitement and expectancy
is starting to rise as people look forward to the explosion of colour, music
and dancing on the streets. What is simply referred to by us Trinidadians as
the greatest show on earth! Mean while a writer and a designer who work on our
major account FirstCaribbean International Bank hear a big carnival song on the
radio by a local artiste Iwer (featuring Ziggy Ranking) and spontaneously start
writing a jingle for another brand within the Agency’s portfolio… KFC
A
few days later Iwer is spotted walking past CMB and the relevant Account
Executive and Managing Director run out into the road and conduct the first
business meeting on the spot… hard but fair negotiations soon follow and we get
a good deal for the client. A sign of fate perhaps...
The
AE takes Iwer to the client to perform the jingle LIVE and it’s sold…The client
is blown away by this unexpected pitch.
The
radio ad soon hits the airways and sales for KFC leap to 19% above plan in the
first week! In a recession!
Meantime,
a copywriter drafts a cost-effective TV script and a production team goes into
action…
Sales
continue to ascend, and CMB throws a KFC Concert on Independence Square, in the capital Port of Spain. Large
crowds gather and sing along to the jingle again and again.
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A
couple of weeks later the television commercial is now complete and playing on
all the major stations in Trinidad & Tobago. The ad is then uploaded onto Facebook
(the no.1 site in T&T) and youtube, becoming an overnight
success as a viral communication, West Indians from around the world want to
return home to eat KFC, the international brand with a distinct, local flavour.
After
the excitement of carnival passes CMB enters the television commercial in the WorldMediaFestival
held in Hamburg, setting it against television
advertising from around the world: Europe, North America, Asia, the UK, South America,
Australia and India.
And
the result…
GOLD!
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