Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search

 


Redcactus adds design spice to KFC brand in huge US market

MEDIA RELEASE

November 2012

Redcactus adds design spice to KFC brand in huge US market


Auckland-based branding agency Redcactus is celebrating a memorable coup, with the publication of Col. Harland Sanders – The Autobiography of the Original Celebrity Chef which it designed for US-based fast food giant KFC.

Redcactus landed the Col. Sanders project after it was asked to present design ideas to KFC’s US Chief Marketing Officer.

Following this, in January this year the company was asked to work on KFC’s massive US-wide domestic consumer branding account across strategic branding and packaging projects.

The book is based on the Colonel’s original manuscript, which was unearthed earlier this year by an employee going through the company’s Kentucky archives, causing huge publicity.

While the decades old manuscript contains a host of the Colonel’s recipes, fans of the world famous secret 11 herbs and spices KFC is best known for are not among them.

Just 2280 hard copies of the exclusive book were printed in Auckland amid tight security and shipped to the United States.

“The hard copy editions are for KFC VIPs only,” says Redcactus’ managing director Chris Chong. “The heightened security meant all proofs and print trials had to be destroyed. The printing plates are currently securely stored and will be sent to the US to be put into the KFC vault in Louisville, Kentucky.

“We also had to certify that the first 11 copies printed and to come off the binding machines were tagged, as they will go into the vault, alongside the Colonel’s secret 11 herbs and spices recipe,” says Chong.

“Our team did great work on this project and we are incredibly proud to be part of a major milestone for one of the world’s most recognised brands.”

Redcactus has been the consumer branding agency for Yum! Restaurants International-KFC Australia for the past eight years, and was successful enough to build off this relationship and work with the global branding team in Dallas in 2010/2011, and now on the KFC US business based in Louisville. This places Redcactus in the unique position of being one of the key creative talents tasked with building KFC’s consumer branding in the US and Australia.

“Been tasked with the responsibility of working on both the Australian and US businesses has been a result of long-term relationships based on trust, experience and creative delivery,” says Chong. “We have built up a strong knowledge of the brand, and this shows through in our work.”

“However, there is no time to sit and admire our own work. Designing this book raised the profile of Redcactus among KFC’s leadership team, and so does the great creative work we do in Australia and the US. This is an incredibly exciting time for our agency”.

“With a company as big, and a brand as high profile as KFC, it’s all about our continued performance and creative excellence. We know we have to keep coming up with the big ideas.”

Redcactus recently entered the Pentawards 2012 – a worldwide packaging design competition – winning creative recognition for all three projects it submitted, including a silver trophy for Yum! Restaurants International-KFC Australia, and bronzes for Goodman Fielder New Zealand and Sanitarium New Zealand.

(Ends)

© Scoop Media

 
 
 
 
 
Business Headlines | Sci-Tech Headlines

 

Fruitful Endeavours: Kiwifruit Exports Reach Record Levels

In June 2016, kiwifruit exports rose $105 million (47 percent) from June 2015 to reach $331 million, Statistics New Zealand said today. Overall, goods exports rose $109 million (2.6 percent) in June 2016 (to $4.3 billion). More>>

ALSO:

Economic Update: RBNZ Says Rate Cut Seems Likely

The Reserve Bank will likely cut interest rates further as a persistently strong kiwi dollar makes it difficult for the bank to meet its inflation target, it said. The local currency fell. More>>

ALSO:

House Price Action Plan: RBNZ Signals National Lending Restrictions

The central bank wants to cap bank lending to property investors with a deposit of less than 40 percent at 5 percent and restore the 10 percent limit for owner-occupiers wanting to take out a mortgage with a deposit of less than 20 percent, according to a consultation paper released today. More>>

ALSO:

Sparks Fly: Gordon Campbell On China Steel Dumping Allegations

No doubt, officials on the China desk at MFAT have prided themselves on fashioning a niche position for New Zealand right in between the US and China – and leveraging off both of them! Well, as the Aussies would say, of MFAT: tell ‘em they’re dreaming. More>>

ALSO:

Loan Sharks: Finance Companies Found Guilty Of Breaching Fair Trading Act

Finance companies Budget Loans and Evolution Finance, run by former 1980s corporate high-flyer Allan Hawkins, have been found guilty of 106 charges of breaching the Fair Trading Act for misleading 21 borrowers while enforcing loan contracts. More>>

ALSO:

Post Panama Papers: Govt To Adopt Shewan's Foreign Trust Recommendations

The government will adopt all of the recommendations from former PwC chairman John Shewan to increase disclosure and introduce a register for foreign trusts with new legislation to be introduced next month. More>>

ALSO:

Get More From Scoop

 
 
 
 
 
 
 
 
 
Business
Search Scoop  
 
 
Powered by Vodafone
NZ independent news