WISH IDIDTHAT September 2025 – View Showcase

ABOUT THE WORK
What would AI do for the taste of KFC’s Original Recipe Chicken?
In our latest campaign, we created a character who would do literally anything for the taste.

Enter KAIIA – an artificially intelligent integrated assistant who doesn’t just serve… she becomes obsessed with the taste of KFC taste. And through our integrated campaign, we see her obsession come to life on different platforms.

In this radio execution, we imagined a world where AI assistants could talk to each other. And KAIIA? She had only one question: What does KFC taste like?

KAIIA dials up fellow virtual assistants in a desperate attempt to understand the one thing she can’t consume. The result? A brilliantly absurd series of voice-driven interactions where search engine logic crashes into chicken cravings.

From finger-lickin’ misunderstandings to misfired nail appointments, the spot lets KAIIA’s glitchy personality shine through in full performance mode.

It’s awkward. It’s emotional. It’s unmistakably tech-fuelled obsession.

And just like the rest of the campaign, it pushes a simple idea across a new touchpoint:
Some will do anything for the taste.
Even if they don’t have a mouth.

#AnythingForTheTaste
#IAmNotARobot

Link to Live LLM: www.KAIIA.ai

CREDITS
Client/Brand: KFC
Executive Head of Marketing: Grant Macpherson
Marketing Manager: Emma Coville, Mukundi Munzhelele
Brand Manager Media: Wandisile Nkabinde

Agency: Ogilvy South Africa
Managing Director: Tracey Edwards
Chief Creative Officer: Kabelo Moshapalo, Pete Case
Executive Creative Director: Snooze Kambuwa, Galaletsang Kgoathe
Creative Partner: Galaletsang Kgoathe
Copywriter & Associate Creative Director: Tiffany Morris
Copywriter: Tiffany Morris, Genesis Shirindza
Art Director: Graeme Van Jaarsveld
Managing Partner: Joy Turnbull
Strategy: Qamani Nyewe
Project Manager: Natalie Choate
Account Management: Nicole Van Strijp
Agency Producer: Debbie Dannnheiser
Social Media Brand Manager: Vongai Mumbula
Public Relations: Andra Nel

Recording Studio: (Not an IDIDTHAT member)

Digital Paid Media Agency: (Not an IDIDTHAT member)

ATL Media Agency: (Not an IDIDTHAT member)

Influencer Agency: (Not an IDIDTHAT member)

PR Agency: (Not an IDIDTHAT member)

*If your company collaborated on this project and you’re not featured, please contact studio@ididthat.co and we’ll help you become a member.