KFC is promoting its delivery service in its sponsorship of coverage of the World Cup in the U.K. on ITV, with spots that show people rushing home with bags of takeout to watch the soccer.
The message of the ads by Mother London is that it would be better to get your KFC delivered in a more relaxed manner than grapple with heavy bags, bad weather and more to carry it home. The spots around coverage will be complemented by an out-of-home campaign.
For those who would rather not watch the games at home, KFC has also created its own branded pub, The Colonel's Arms, in Hammersmith, West London. There, soccer fans will be able to get its chicken delivered directly to their table.
And to round the activity off, KFC will also be hijacking other brands’ outdoor ads, both with vans and with ads appearing next to other brands. For example, KFC has targeted a poster for PlayStation’s launch of "God of War: Ragnarok" with an adjacent ad bearing the message "And that’s why there’s KFC Delivery."