To mark the launch of KFC’s new Teriyaki Burger, the fast food giant launched a campaign starring TikTok celebrity GK Barry. Underlining the power of social as a brand-building channel, the campaign started on Barry’s home turf of TikTok, followed by traditional media led by TV. 

KFC’s new Teriyaki Burger combines the original recipe chicken fillet and crunchy pickled slaw with the all-new, sweet and sticky Teriyaki sauce. To launch the brand new burger, Mother created a campaign utilising GK Barry and her comedic style to connect KFC with a Gen Z audience. The ad campaign jokingly reveals Barry to be the face of the new burger, while showcasing the product in all its mouth-watering glory.

A comedic hero film shows GK Barry outlining the taste of the brand new burger before going on to get carried away in her new position as spokesperson, referring to the new offering as the ‘Barry-aki burger’. The TikTok comedian suggests re-branding KFC to GKFC, a ‘Barry-aki’ lip gloss and engaging in a whole new way of life before a voiceover jokingly brings her back down to earth.

Capitalising on the no-nonsense, straight-talking style that has seen Barry build her brand on TikTok, the campaign showcases KFC’s connection to culture, showing the brand to be in tune with a Gen Z audience and their interests. Starting on social media and borrowing from the signature social media style in TV spots, the campaign is a reminder of the importance of building social currency.

The campaign cleverly strikes a balanced tone, borrowing from Barry’s content but maintaining an overarching feeling of the signature KFC marketing style. By combining comedy and social media with new product development, the campaign is able to resonate with Gen Z and solidify KFC’s position within popular culture.