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2023 One Show - Film & Video

Anything for the Taste

Agency Ogilvy South Africa + Yum KFC / South Africa

Client Yum KFC


Cinema Advertising

Annual ID


About the Work

KFC, South Africa’s number one fried chicken restaurant had lost its relevancy amongst younger audiences, and this was felt in declining sales & overall negative sentiment found on social media. We needed to remind them of the power of our iconic finger lickin’ good Taste in a non-traditional advertising way, something that the youth are getting more and more allergic to. So we found a story that no one could ignore. Reports had surfaced online that a man was posing as a KFC food inspector in order to get access to free KFC. Even though there was no real evidence to support it, the urban legend quickly became a fan favourite. So we looked at these reports as living proof that some people would go to great lengths for the irresistible Taste of KFC and this inspired our new creative platform: ‘ANYTHING FOR THE TASTE’. In dedication to this illusive fake food inspector, that may or may not have existed, we wanted to tell the story of the greatest chicken heist that gripped the nation. We created an epic 2.5 minute film of a man armed only with a disguise and an insatiable hunger for KFC, travelled across South Africa hitting different KFC branches to get his hands on their iconic Taste. Influenced by well-known heist movie genres, our brand storytelling allowed us to seamlessly show a variety of KFC meals where the Taste was the score, KFC was the mark and Mr Molapo was the intrepid mastermind all concluding with the classic plot twist in the end. The strong performance from our lead, layered with masterfully crafted cinematography and an adapted version of the track ‘Summertime’ by Billy Stewart; made the piece an instant classic, loved and lauded by all. This showed in the results after launch; the film was the most watched advert on YouTube in 2022, KFC became the number one brand amongst the youth & they saw an 18% sales increase during the campaign – proving that most believe that some would really do Anything for the Taste.

2023 Awards

Total Points: 3




Ogilvy South Africa

Client / Brand

Yum KFC / South Africa

Production Company

Romance Films / Cape Town

Music / Sound Production Company

Sterling Sound / Johannesburg

Post Production Company

Chocolate Tribe / Johannesburg

Art Director

Naledi Manama

Chief Creative Officer

Kabelo Moshapalo


Billy Stewart

Creative Director

Chantelle Dos Santos


Greg Gray

Director of Photography

Adam Bentel


Ricky Boyd

Executive Creative Director

Peter Little
Safaraaz Sindhi

Account Director

Cindy Booysen

Creative Chairman

Pete Case


Bridget Baker

CMO KFC Africa

Grant MacPherson


Deliverance / Cape Town

Interim CMO SA

Sam Redman


Shannon McDougall

Managing director

Tracey Edwards

Managing Partner

Greg Pfuhl

Marketing manager

Kim Bryden

Music Licensing

Marc Algranti


Rendani Mufamadi


Will Boyes


Maghiel van Dorssen

Sound engineer

Lorens Person


Jean du Plessis

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