Creative Creative Works Fast Food

KFC ads display night shift warriors’ nocturnal sleep schedules


By Audrey Kemp, LA Reporter

December 13, 2023 | 3 min read

As early birds embark on their workdays at the crack of dawn, KFC’s night shift workers are just settling into bed. These upside-down sleeping patterns take center stage in the chain’s latest creative effort.

kfc print ad

Late shift fast food workers snooze during the day in KFC's new print ad and billboards / Credit: KFC

In a bid to entice late-night fried chicken eaters, KFC has launched a new campaign that showcases its hardworking employees doing something we can all relate to: catching some well-deserved Zs after a long day of clucking around.

The only difference? The new print ads and billboards depict the often overlooked heroes of the after-hours grind – night shift workers – meaning they sleep during the day. Cleverly staged images capture KFC employees, clad in their uniforms, snoozing away from a cozy couch, a dining table and a bed, all bathed in the gentle glow of daylight.

The initiative was crafted in collaboration between two agencies: Havas Costa Rica and Republica Havas.

Josafat Padilla, chief creative officer of Havas Costa Rica, commented: “KFC Costa Rica is again betting on creativity and, on this occasion, with this graphic campaign, we reflect the effort that our collaborators give every day so that an entire nation can lick its fingers with its incredible chicken flavor. Through the union of Republica Havas and Havas Costa Rica comes this collaboration that enhances the search for a brand that shows creative and effective communication.”

“I enjoy teaming up more and more, in this case with Havas Costa Rica, because I have no doubt that we’re always better together than apart and united we have more strength,” added Tony Waissmann, chief creative officer of Republica Havas.

“This is a classical print and outdoor campaign in which the image says it all. With realistic and beautiful photography and an insight of the day taken into the night, we can tell and express exactly the message that we need to communicate. On the other hand, we’re always grateful to brands where creativity is not something more, but rather everything, in terms of the way a clear message is conveyed as well as pretty to look at and entertaining..”

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