KFC Debuts Saucy New Work
No longer a source of embarrassment, stains are worn as a badge of honour in a new creative platform from Ogilvy Miami for KFC.
Titled ‘Saucy’, the campaign embraces KFC’s ‘Finger Licking Good’ mentality and takes it one step further. Created with the Latin American market in mind, the campaign encourages consumers to enjoy KFC’s sauce and the potential for stains that comes along with it.
Directed by Geoff Castillo through Habitant Productions, the film sees strangers bond over the shared acknowledgement of a KFC-induced imprint. With a subtle nod of the head, smirk or raised eyebrow, the campaign establishes a wordless language between passers by which is underscored by a lighthearted, humorous soundtrack.
“I’m grateful that Ogilvy Miami invited me to join the team,” said Geoff. “We created small cinematic dramas from everyday moments, allowing subtle connections between characters to communicate the message. I believe it’s a remarkable piece of work”.
Gloria Concepción, group creative director Ogilvy Miami, added: “KFC is an incredible brand famous for its delicious meals that we enjoy until the last bite, even licking our fingers. Rooted in KFC's iconic ‘Finger Licking Good’ DNA, we´ve been developing a strong creative platform for the Latin American market, while pushing it further.
“Today, we are thrilled to launch ‘Saucy’, an entertaining piece that proposes consumers proudly embrace stains on shirts, powered by a unique touch of humour that can speak to anyone worldwide. We were confident that the audience would be on our side, so we decided to take an even bigger risk. This is the kind of bold, fresh perspective we believe is well-suited for KFC”.
Arlene Armenteros, general manager of Ogilvy Miami added, “KFC has been more than a client – they’re a true creative partner who pushes boundaries and inspires bold thinking. For over 16 years, we’ve collaborated to develop ideas that drive their business forward and deepen the brand’s connection with consumers. It’s remarkable how KFC continues to elevate customer experience, and we’re proud to play a role in that journey.”
