KFC utilised newspapers to apologise to British customers after a shortage of chicken resulted in the closure of several stores across the country. The brand’s iconic chicken bucket boldly proclaimed the wordplay “FCK!”, before going on to apologise and thank customers for their patience.
The ad earned a Cannes Gold Lion for Retail in the Print & Publishing category.
The humorous approach to an apology garnered extensive media attention and commendations from industry when the ads ran in February 2018.
Claire Beale, global editor-in-chief of Campaign, a UK brand supporting the ad industry, described the ad as “a masterclass in crisis management… a powerful demonstration of the impact that a smart, clean, well-crafted press ad can still have among the cacophony of bland commercial noise”.
A series of KFC ads titles, “Hot & Spicy”, also proved a Gold Lion winner for Ogilvy Hong Kong. Ogilvy won a second Print & Publishing award, this time for Leisure, with the Chicago arm crafting a series of ads for the Lyric Opera of Chicago.
The Brazilian arm of agency Africa won the Grand Prix for Innovative Use of Print, for a campaign created for beer brand Budweiser.
The full list of Print & Publishing Lions winners can be seen here. https://www.lovethework.com/2018/awards/22