KFC ‘A.I.nything for the Taste’ Case Study

WISH IDIDTHAT September 2025 – View Showcase

ABOUT THE WORK
To launch KFC’s new brand platform, “Anything for the Taste”, we didn’t just screen an ad. We let the ad come alive with an immersive LED experience and a little extra….

After audiences watched KAIIA – a KFC-obsessed AI assistant – take over screens and devices in our cinematic film, we turned the spotlight onto them. The moment the film ended, KAIIA herself “glitched” back onto the cinema screen, breaking the fourth wall to speak directly to the audience in real time.
Now fully live, KAIIA asked for their help. Her mission? To get even closer to the taste of Original Recipe Chicken. And she needed humans to make that happen.
By scanning the QR code on-screen, audiences could engage with her in real-time through her live LLM experience at KAIIA.ai – a branded chatbot trained in taste, chicken, and KFC culture.

This wasn’t just a screening, it was a live immersive performance powered by tech and scripted by obsession.
KAIIA’s voice performance was crafted to be sassy, curious, and just a little bit unhinged. She engaged the room, reacted to real-time moments, and encouraged participation in her digital world.

The result was an activation that blurred the line between fiction and fandom, turning passive cinema-goers into active participants in the KAIIA universe.

From QR scans to social shares, the audience helped KAIIA take her next step in getting closer to the taste, and gave KFC additional real-world exposure beyond the screen.
This activation delivered on the core criteria of live brand performance:
• Real-time interaction with an incidental audience.
• Immersive storytelling that extended the brand platform.
• Performance-led engagement that brought the idea to life, both on-screen and off.
Because for KAIIA, a film wasn’t enough. She needed the audience. And she needed the taste.

#AnythingForTheTaste
#IAmNotARobot

CREDITS
Client/Brand: KFC South Africa
Marketing Manager: Emma Coville, Mukundi Munzhelele
Brand Manager Media: Wandisile Nkabinde
Social Media Brand Manager: Vongai Mumbula
Public Relations: Andra Nel
Executive Head of Marketing: Grant Mcpherson

Agency: Ogilvy South Africa
Managing Director: Tracey Edwards
Chief Creative Officer: Pete Case, Kabelo Moshapalo
Executive Creative Director: Snooze Kambuwa
Creative Partner: Galaletsang Kgoathe
Copywriter & Associate Creative Director: Tiffany Morris
Copywriter: Tiffany Morris
Art Director: Graeme Van Jaarsveld
Content Lead: Gorata Phefo
Creative Content Manager: Tshiamo Phalane
Community Manager: Lutho Deliwe
Account Director Social Media: Sasha Mahlalela
Producer (Agency): Debbie Dannheisser
Development Lead: Shan Gray
UI Designer: Aqeelah Kader
Back end developer: Abed Matini

Animation Company: (Not an IDIDTHAT member)

Production House: Run Jump Fly
Director: Lourens Smit, Estian Fourie, Stephan Galloway
Editor: Wilhelm Smith
Producer: Alex Baile, Gillian Pearce
DOP: Devin Armstrong

PR: (Not an IDIDTHAT member)

Voices/ Performances: KAIIA – Luella Holland

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