Making product marketing compelling

Most fast food burger chains have at least one variety that just packs lots of stuff into a single burger. A second or third patty, a hashbrown, onion rings - whatever it is, the messaging often revolves around the pseudo-macho nature of a monstrously large burger. But KFC did it different this time. They welded the creative idea to the media format: it was literally a challenge to fit the burger into regular product shots, but flipping it sideways actually helped. The result is an ad that clearly lands the product message, while being an excellently funny and entertaining piece of content all by itself.

The work