KFC: So Good

I didn't write the TV spots. I didn't come up with the Double Down (that's two chicken filets instead of a bun, two slices of bacon, two kinds of melted cheese... but we digress.) I worked with Ogilvy art director Raul Mandru at the start of KFC's rebranding effort. We developed the "So Good" tagline, creative positioning and launch concepts. The tagline was adopted by KFC for all its agencies worldwide. We'd still love to see the steaming water tower bucket.
Role: Concepting and copywriting
Client: KFC
Agency: Ogilvy