To promote KFC’s new Tower Burger, the fast food retailer has launched a campaign that shows the burger to be its tallest offering yet.

The new campaign from Mother London playfully uses different types of media to showcase the burger's height, utilising horizontal media to show that the burger is so tall it struggles to fit.

The campaign flips the burger on its side, showing that to appreciate the many layers of the burger, a bigger, vertical picture is needed. It playfully maximises horizontal media placements, like broadcast media and landscape out of home, rotating the Tower Burger 90° to fit the screen and reinforcing the sheer height of the offering.

“With this latest campaign, we’re heroing our ‘vertically gifted’ Tower Burger, a burger so unique, we had to completely rethink our approach to traditional advertising just to make it fit. It was a tall order, but from all-new OOH special builds, to head-turning horizontal ads, we’ve done our Towers justice; showing that there’s one burger that rules the roost, standing head, shoulders and hash browns above the rest.” says Phoebe Syms, Brand Manager at KFC.

On TV, the Tower Burger is rotated 90° to the metallic tune of Disturbed’s “Down with the Sickness”. On social media, the campaign maximises the social format by using long horizontal carousels, forcing audiences to scroll through images of the burger’s spectacular height. Additionally on social media, the campaign sees ‘regular towers’ given the Tower Burger makeover, such as the Blackpool Tower replaced by the Tower Burger.

The cheeky campaign embodies KFC’s signature tone of voice, using savvy media placement to break the fourth wall and bring a smile to audiences’ faces.