KFC ‘A.I.nything for the Taste’ Case Study
WISH IDIDTHAT September 2025 – View Showcase
ABOUT THE WORK
To extend KFC’s “Anything for the Taste” platform beyond the screen, we took the film’s breakout star, KAIIA, the KFC-obsessed AI, and let her loose in the real world.
This time, she wasn’t glitching into laptops. She was taking over the KFC drive-thru.
As unsuspecting customers ordered their meals, KAIIA’s voice hijacked the speaker, asking them sassy, curious, and personalised questions about their order:
Recognisable from the ad, customers instantly caught on. Some laughed, others played along, describing their orders with passion and delighting in her obsession.
But KAIIA didn’t stop there. She added extra items to their orders “for research purposes,” then delivered them with a printed piece of comms and a QR code to KAIIA.ai, her real-life live LLM, where they could continue the conversation, explore menu hacks, and maybe even score vouchers.
This activation delivered a fully immersive, live brand performance:
• Real-time interaction at the speaker box, creating surprise and delight.
• Playful performance that brought the film character to life.
• Direct engagement through added-value and digital follow-through.
By inserting herself into a familiar moment, the drive-thru, KAIIA turned a routine order into a live piece of branded entertainment. And in doing so, made the obsession with taste contagious.
Because some will do anything for the taste.
KAIIA did it at the drive-thru.
#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 Macpherson
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
Project Manager: Natalie Choate
Account Management: Nicole Van Strijp, Stanley Munashe
Agency Producer: Tsakane Mogale
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
*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.
