The winter season means shorter days, colder darker nights and fewer reasons to leave the sofa. It is a time of year where there really isn’t a more comforting prospect than your favourite fried chicken delivered right to your door. This is the honest insight which sits at the heart of KFC’s new campaign from Mother London, which introduces KFC Delivery, a stress-free alternative for those cosy nights in.

With the FIFA World Cup in full swing, the campaign capitalises on the idea that many people will be watching the matches from the comfort of their homes this year as the tournament takes place in winter for the first time. The campaign is led by a series of 13 sponsorship idents appearing in rotation for the duration of ITV’s coverage of the tournament.

One ident shows a woman running down the street with her KFC bag of food in one hand whilst grasping two drinks close to her in the other. The ident ends with a voice-over saying ‘she’s not getting home for kick-off, and neither is that drink. That’s why KFC’s delivery sponsors ITV’s coverage of the FIFA World Cup’.

Another ident shows a man running up a flight of stairs holding a bag of KFC food. When he reaches the top to catch his breath, the voice-over says: ‘Don’t stop now, you’re gonna miss kick off’.

To complement its World Cup activations the fast food brand has also opened its first-ever pub, The Colonel Arms. The pub based in Hammersmith London is positioning itself as the ‘perfect spot for pint-drinking, chicken-eating and football-watching’. Promising to ‘give guests an unforgettable experience with fried chicken delivered directly to the table.’

The KFC Delivery campaign also includes outdoor advertising which highlights the all too familiar ‘struggling to get my KFC home’ situations, bringing them to life with bold imagery. 

For the out of home campaign, KFC continues to drive awareness through smart, opportunistic media buying. Such as targeting PlayStation’s launch of God of War: Ragnarok - one of the biggest entertainment releases of the year - with a simple ‘And that’s why there’s KFC Delivery’ message that sits next to the PlayStation ad across train stations. An impactful way of catching consumers attention which has already netted significant attention on social media.

Jack Hinchliffe, Chief Marketing Officer of KFC UKI, explained: “We tell people to make themselves comfortable when in our restaurants, but in reality, there’s no place like home. And that’s why we know KFC Delivery will be coming to the rescue for so many this winter, because what could be better than buckets of delicious fried chicken delivered to your door?“

There really is no place like home and as the temperature drops, KFC cleverly capitalises on our desires for home comforts. With clever hijacking of cultural moments, the tongue-in-cheek campaign sees the brand drive awareness and bring a smile to audiences' faces. This is creative cultural currency in action.