Three Chicken Brands Went to War. Watch Them Delete Each Other.

Nothing is judged on its own, everything is judged against a comparison, and the smartest brands break the pattern their category is stuck in. This episode, one brand shatters a 50 year convention, and three others crash straight into each other. And for once, the agency behind one of the ads is in the room to defend its own work. HOSTED BY Jonathan Rolley, CEO of Undivided and host of The Science of Advertising. The show is produced with Undivided, an independent media agency. LinkedIn: https://www.linkedin.com/in/jonathanrolley GUESTS Marcus Willis, co founder and CEO of Kill Boring, a social first shop out of Melbourne whose recent wins include Cathay Pacific and Red Rooster. Peter Pynta, Neuro Insights, who measures brain activity second by second while people watch ads. In this episode we break down two categories and one big idea. An Adtopsy on the IVF category, where every ad for 50 years has ended at the positive test, and why Genea starting the story after the baby is the best insight of the year. Then a chicken Brand Wars between KFC, El Jannah and Red Rooster, three relaunches in six months that all reached for culture and risk deleting each other. We get inside Red Rooster's viral money laundering TikTok with the team who made it, why KFC is winning by owning the whole chicken category, and why humour alone will not put you in the drive through. CHAPTERS 00:00 Intro: breaking the category pattern 01:37 Adtopsy: Genea and the IVF category 01:57 The insight: the suspended future 09:14 Declaring who you are vs building trust 15:21 Brand Wars: three chicken brands at war 20:18 Red Rooster's viral TikTok, from the agency 23:42 Who is winning: KFC, El Jannah, Red Rooster 28:52 El Jannah's schema problem 30:02 Sampling: getting new customers in 33:25 Social proof: why empty stores hurt Subscribe for a new breakdown every week: @TheScienceOfAdvertisingShow Instagram: https://www.instagram.com/thescienceofadvertisingshow/ #advertising #marketing #adbreakdown #cmo #scienceofadvertising