The Requirements Of The Brief

KFC ‘Fully Loaded Meal’

Introduction

The KFC ‘Fully Loaded Meal’ advert is to be 30 seconds long and aim to bring lunchtime business back to the company.

The objective is to show the advantages of large, satisfying meals, as opposed to KFC’s competition of coffee bars and sandwich shops, which typically only offer smaller, more expensive options. Using the advantage of a distinctive taste, KFC want to make sure that their target audience understand their options when it comes to dining out.

Target Audience

The clear target audience for this advert is ‘blokes’ with large appetites. The men of this stereotyped group like ‘manly’ things and enjoy large meals that gratify their appetites. The advert aims to compare the trendy, yet unsatisfying, coffee shop options to the more full-size KFC alternative. 

Things To Include

The objective of the advert is to portray the idea that the Fully Loaded Meal is ‘loaded with food’ and this is a key statement, written specifically in the brief as the single thing the company want said, and is therefore vital for inclusion.

Also essential is a description of the produce itself, which is; one fillet burger, one piece of original recipe chicken, one regular fries, one regular side and a regular drink. Describing the product is integral to the structure of any effective advert.

Research

In the past, KFC adverts have been mainly centred on families, whereas this is targeted toward adult males of a specific disposition. Although the content for these two target audiences will be different, research has shown that the adverts should have some fundamental similarities:

1)          Humour.

Good use of humour will not only secure the advert in viewer’s memories, it will also give the feel-good atmosphere that other KFC ads portray.

2)          Summary.

At, or near, the end of the typical fast food advert, there’s a still shot of the product in question, with the voiceover explaining exactly what it is. Also, the brand logo should appear where it is clearly visible.

3)          Price.

KFC have a good reputation for being cheap and tasty, so during each advert, they endeavour to remind customers of that by stating their prices with the meal descriptions.

4)          Middleclass.

Although the ranges for age and gender for these ads are wide and varied, KFC advertisements are almost exclusively geared toward middleclass people with busy lifestyles -be that with work, family or socialising. Therefore it’s essential to get across that KFC is quick, cheap and easy, as well as appetizing.

5)          Characters.

Normally, the characters of an advert such as this would be ‘normal’ people, i.e. stereotypical families/middleclass adults. However, as stated in the brief, these characters are not the heart. “Food is the hero.” The meal has to take the main role in the advert, regardless of any human characters involved. The product is the primary focus.

Conclusion

In conclusion, this advert must be intelligent, humorous and informative, while catering to a middleclass, macho audience. It must include logos, prices, and heavily feature the product itself. It must also demonstrate clearly that the KFC Fully Loaded Meal is ‘loaded with food’.