The campaign is targeted against the brand’s alleged use of packaging made using stock from Asia Pulp and Paper, a packaging supplier that Greenpeace says has been exposed as using illegal timber and wood from Indonesia’s rainforests, home to the endangered Sumatran tiger.
This is the first project from Enso, a consultancy founded by ex-Airside Creative Jamie Wieck. It began working on the Greenpeace project about three months ago having been invited to pitch due to a previous relationship with the charity through Airside.
The project has seen ENSO create the campaign strategy, supporting microsite and Facebook linked mobilisation app, both developed by Strobe Digital.
The campaign is based on the idea of pieces of KFC packaging revolting against KFC founder Colonel Sanders, using shareable video content for each character through a series of ‘stings’.
Wieck says, ‘We needed to figure out a way of packaging the idea to be understood by a global audience. We created a narrative with the core packaging characters revolting against the Colonel and yearning to get back to the rainforest.’
Using the app or the Facebook page, users can sign-up, customise a character and invite their friends to join their own ‘virtual revolt’.
Wieck says, ‘With the character work we wanted to create a campaign based in the KFC world. We wanted them to feel like they’d hopped onto the website and taken it over to create their own website. We paid a lot of care and attention to the KFC brand guidelines.’
A statement from KFC says, ‘100 per cent of KFC UK & Ireland’s packaging is either recycled or from sustainable sources, and neither KFC UK & Ireland, nor any of our suppliers, source from APP.’