Made with Cloudfactory, the campaign consists of film, online, social media, out-of-home and employer branding
On 14th September, KFC launched new campaign 'United by the Bucket'. With this campaign, the fast food chain emphasises that everyone - irrespective of their background - is welcome at KFC, as a guest and as an employee. KFC brings people together, because after all, a bucket is not enjoyed alone. The campaign highlights one of KFC's fundamental beliefs that everyone is welcome, or, as founder Colonel Sanders would say, there is room for everyone at the table. The United by the Bucket campaign consists of film, online, social media, out-of-home and employer branding.
United by the Bucket is an ode to diversity, in the broadest sense of the word. KFC employees have a wide range of backgrounds and represent more than ninety different nationalities. From day one, Colonel Sanders has sat truck drivers and millionaires together at the table - buckets unite. The new campaign is fully in line with that spirit.
Trix van der Vleuten, chief marketing officer for KFC Northern Europe, said: "United by the Bucket is a contemporary way of re-emphasising what KFC stands for: Always Original - in our products and in our teams. We encourage our people to see their backgrounds, talents and personal stories as a strength and to share them with the team, the guests and society. If you can turn diversity into inclusivity, it creates solidarity and unity. That is what this campaign is all about."
'Originals Who Want to do Good'
The campaign features individuals who address different topics and want to make a meaningful contribution - on a large or small scale - to society. Fashion designer Jimmy Paul zooms in on gender inclusivity, former Night Mayor of Amsterdam Shamiro focuses on diversity in nightlife and stuntwoman Saskia Neville on the stereotyping surrounding (stunt) women. Like Mohammed Darabyou from Amsterdam North, KFC employees are also part of the campaign. Years ago, without a diploma, Mohammed started working at KFC in the kitchens, marinating chicken, then grabbed the many opportunities offered by the fast-food chain with both hands and now runs two restaurants in the Dutch province of North-Holland.
Frisian musician Joost Klein created the commercial's track. He is original and always dares to be himself, with his tone and humour matching the commercial's atmosphere of the film. Actor Martijn van Eijzeren (also known as Stuntkabouter) is part of his squad and as a creative, also plays a role in the campaign.
Original Directors Duo
The promising Teddy Cherim and the award-winning director Ismaël ten Heuvel are the co-directors for this commercial. They complement each other very well: Ten Heuvel is an advertiser through-an-through with a feeling for emotion, Cherim brings an element of street culture and humour to the film. Special backstories have been created about Teddy and some of the protagonists in the commercial, introducing them and sharing what makes them so special.
A True Story
The campaign was designed by Cloudfactory. Sandrine Le Goff, creative partner, said: "Our strategy for the United by the Bucket campaign is based on the current zeitgeist and the special mix of KFC employees and consumers. With Trix, Ismaël, Teddy and KFC employees we were able to build a contemporary story. A story about how all 'originals' are confident enough to share their individuality with others, brought together by a bucket, the icon of food-sharing in street culture."
Jessica Kersten, creative director and co-founder of Cloudfactory, added: "This campaign was created by 'originals', for 'originals'. From Jimmy Paul's styling to the handmade props by Cloudfactory and Pink Rabbit, from the music and text of Joost Klein to the cinematography of Daan Bukman. We are so proud of this collaboration."