KFC AUSTRALIA GOES ALL IN WITH ‘GO FULL CHICKEN’

KFC Australia has unveiled ‘Go Full Chicken’, a bold new brand platform created by Special, celebrating the brand’s obsessive devotion to chicken. Launching with a choreographed film featuring a cook and drumstick ice-skating to Rick Astley’s classic, the campaign signals a new chapter of cultural relevance and creative ambition.

KFC Australia is embracing its chicken obsession with the launch of ‘Go Full Chicken’, a new brand platform that marks the first work from Special since its appointment earlier this year. Built on the belief that great chicken comes from an uncompromising commitment to doing things properly, the platform celebrates both the cooks who prepare each piece by hand daily and the fans who appreciate the care behind every bite.

The launch film, directed by Stefan Hunt of EXIT, dramatises this devotion through an unexpected and moving ice-skating routine between a KFC cook and a fried chicken drumstick. Set to a reimagined version of Rick Astley’s Never Gonna Give You Up, the choreography transforms a simple act of cooking into a spectacle of passion and craft. The film embodies the brand’s message: chicken done properly is worth celebrating.

Vanessa Rowed, Chief Marketing Officer of KFC SOPAC, described the platform as a milestone moment. “Continuing to evolve and reinvent ourselves is part of our success story. Go Full Chicken is more than a campaign. It’s a belief that informs everything we do. It shines a light on the extraordinary care, craft and dedication that goes into our chicken, while giving us a powerful new platform to create entertaining work that is as iconic as our product and brand,” she said.

For Special, the campaign represents the foundation of a long-term creative asset. Chief Creative Officers Tom Martin and Julian Schreiber emphasised that the platform is rooted in truth. “Every great brand platform starts with a truth. Go Full Chicken takes KFC’s obsession with doing chicken properly and turns it into a platform for bold, entertaining work,” Martin explained. Schreiber added, “It lets KFC plant a flag in culture, because Go Full Chicken gives us permission to create a unique brand voice people genuinely want to spend time with.”

Special Global Partner Cade Heyde echoed this sentiment, highlighting the shared ambition between agency and brand. “From our first conversations, it was clear we shared the same ambition for the brand. This is the first expression of that ambition, and the beginning of a partnership focused on building the next chapter of KFC’s cultural relevance,” he said.

‘Go Full Chicken’ is designed not just as a campaign but as a cultural statement, positioning KFC as a brand that takes its craft seriously while entertaining audiences with creativity that matches the iconic status of its product. By blending humour, artistry and devotion, the platform underscores KFC’s commitment to innovation and its determination to remain a cultural force in the fast-food landscape.