What do you do when a myth about your brand refuses to die? If you’re KFC South Africa, you don’t deny it, you double down and turn it into content gold.
For years, a rumor circulated about a man who supposedly traveled the country posing as a KFC quality inspector, eating free fried chicken in every restaurant along the way. Rather than clarifying whether it was true or not, KFC and agency Ogilvy decided the story was too good to waste.
Also Read | Heinz Just Revealed Its Logo Was Hiding on Boxes of Fries All Along
The campaign marks the launch of KFC’s new creative platform, Anything for the Taste, designed to reconnect with younger audiences. The idea: show, through humor and exaggeration, how far people will go to satisfy their craving for KFC.
The “fake inspector” legend became the perfect hook. KFC announced a fictional investigation led by private detective Beckett Mathunzi, charged with tracking down the elusive chicken-obsessed man. The narrative unfolded like a serialized drama, complete with missing-person posters in restaurants, a hotline for “tips,” and a three-part web series called PI Diaries.
Local influencers amplified the hunt online, turning what began as an urban legend into a participatory, culture-driven story. The campaign climaxed with a 2:30 hero film styled like a heist movie: disguises, close calls, and, of course, plenty of golden fried chicken.
By leaning into a popular myth, KFC reminded South Africans, with irony and energy, that its taste is worth chasing. More than a clever ad, the work is a case study in how brands can transform folklore into storytelling rooted in local culture, fueled by humor, and impossible to ignore.
