Finalist
Audio & Radio
Consumer Campaign
| Entrant: | Havas Paris, Puteaux |
| Brand: | KFC France - Vocal Fry |
| Title(s): | "Ooh My Goosh", "Noot Agaaaiin", "Case Film" |
| Corporate Name of Client: | KFC France |
| Client Company: | KFC France , Paris |
| Global Chief Marketing Officer: | Isabelle Herman |
| Chief Marketing Officer: | Pierre Cailleau |
| Client Head of Brand Marketing: | Guillaume Saez |
| Agency: | Havas Paris, Puteaux |
| Agency President: | Séverine Autret |
| Chief Creative Officer: | Stéphane Gaubert |
| Creative Directors: | Ludovic Miège/Jordan Molina |
| Copywriters: | Aurélien Bigot/Benjamin Le Coz/Antoine Palle |
| Agency Head of Production: | Carine Petit |
| Agency Managing Partners: | Sophie Schiari/Patrick Le Cerf |
| Agency Planning Director: | Romain Roux |
| Production Companies: | HRCLS, Puteaux/POP, Pantin |
| Heads of Sound: | Wilfried Jourdan/Alexis Venot |
| Sound Engineer: | Gaëlle Senn |
| Performers: | Audrey Plessas/Christian Starr Lassen/James Joint |
Description:
The vocal fry trend involves a creaky, low-pitched voice that has gained traction on social media (especially TikTok). It originates from the vibration of vocal cords, resulting in a crackling sound.
Young women, inspired by celebrities like Kim Kardashian and Britney Spears, often adopt this style. While some find it intriguing, others consider it annoying or unprofessional. KFC’s Vocal Fry campaign taps into the social media-driven vocal fry trend, emphasizing its unrivaled chicken-frying prowess.
With a witty twist — “Not everything is better fried”—the campaign shifts attention from celebrity speech quirks to KFC’s enduringly delicious fried chicken.
By referencing Kim Kardashian and blending pop culture with culinary delight, it aims to resonate with a young audience, celebrating KFC’s distinct culinary position.
Establish KFC as the ultimate authority in chicken frying. Encourage listeners to associate KFC’s fried chicken with excitement and trends.
Use wit and humor to engage the audience.
The humor in KFC’s campaign stems from having fun with the vocal fry trend. Instead of focusing on annoying speech habits, we poke fun at it. By saying, “Not everything is better fried,” we shift attention to their delicious fried chicken, playfully contrasting it with the quirks of vocal fry.
Mentioning Kim Kardashian adds recognition and a touch of wit, making the campaign even more engaging.
The campaign invited listeners to associate KFC’s chicken with contemporary trends, reinforcing the brand’s unique position.