KFC - We Don't Rest on Sundays (Spec Campaign)
There is a natural human tendency toward wanting something you can't have. You crave what is just out of reach. This is sometimes referred to as the "forbidden fruit theory".
By being closed on Sundays, Chick-fil-A willingly misses out on about $1.2 billion a year in sales.
For some reason, it seems like people most often crave a Chick-fil-A sandwich on Sundays. It is the modern forbidden fruit. There is a lot of discussion about this on social media recently.
Based on this insight, I decided to create a campaign for KFC that starts a conversation around the religious aspects surrounding Sundays. Why does a chicken sandwich just sounds so good on a Sunday? Who knows. This is just a friendly reminder that we are here to help customers satisfy their Sunday cravings.
