KFC has unveiled a new campaign for the comeback of its 'Hot & Spicy' range, a fan favourite since its debut in 1991. The campaign, developed by Ogilvy, is currently live across multiple platforms including TV, out-of-home, radio, social, earned, in-restaurant, and digital platforms.

The campaign features a series of 'Hot & Spicy' eating moments that leave people unable to speak coherently, a playful nod to the intense flavour of the range. The campaign was developed in conjunction with KFC's agency partners Ogilvy PR, Essence Mediacom, AKQA, and Design Intoto.

As part of the campaign, an activation developed by Ogilvy PR will feature the 'Hot & Spicy' range at a world-first 'Colonel’s Spice House' restaurant experience in Sydney’s Spice Alley. The activation is in partnership with TikTok star Dimsimlim and includes a range of pre-launch activities across multiple platforms.

"The return of our fan-favourite Hot & Spicy has not only enabled us to have some fun with our Did Someone Say KFC brand asset, but it’s also offering fans yet another unforgettable KFC flavour experience," said Tami Cunningham, CMO at KFC Australia.

Aisling Colley, Managing Partner at Ogilvy Sydney, added, "Using Did Someone Say KFC was a no brainer when it came to the problem we were aiming to solve - standing out as the original Hot & Spicy and showcasing the real flavour that is next level. Can’t-talk-properly-next-level. This integrated body of work delivers on crave and un-matched experiences to satisfy the ever-changing needs of KFC’s customers - and in a very playful way."

The campaign film can be viewed on YouTube.