Ten TV spots from Ogilvy & Mather Worldwide, New York, will play on the U.S. heritage of the chain, featuring nostalgic down-home images of Kentucky and news footage of KFC founder Col. Harland Sanders.
The campaign includes a mix of image and product spots. Three tout a boneless chicken breast sandwich, while others focus on family meals and boneless chicken strips.
"Visit Kentucky today" is the new theme.
The campaign, designed so it can be tailored to local markets, aims to get at the heart of the 67-year-old brand, said Carol Miller, partner and management supervisor at O&M.
Key international markets include Australia, Japan and the U.K.; international spending could not be determined.
The spots will not air in the U.S., where advertising is handled by Y&R Advertising, New York. KFC spent $128 million in measured media in the U.S. during the first nine months of 1997, according to Competitive Media Reporting.
Ms. Miller said KFC typically produced only a handful of spots for international markets, and that their messages were tailored to the markets with an overall look and theme.
SANDWICH IN TEST
A version of the boneless chicken sandwich is currently being tested in the U.S., according to a U.S. franchisee. The sandwich uses the chain's signature Original Recipe breading.
KFC has been trying to cook up a new sandwich for some time to boost its lunch business. In October, it pulled the new Twister pita sandwich due to lackluster sales, and Tricon blamed the sandwich for flat sales at KFC for the third