Alex Badarau

KFC

SCHROEDINGER'S BURGER


Project

The Real Burger


Role

Lead Copywriter


Agency:

McCann Bucharest

KFC had burgers in its menu but were always afraid to use the name. Most were seasonal offerings anyway, that came and went like a ship in the night. So the launch of their very first permanent line-up burger was a big deal.


Because of a crowded market and the total lack of street cred when it comes to said meat and bun combo, we needed something different to stand out.

So we launched the burger with a TVC.

And then promptly denied its existence.

Influencers found out about this Schrodinger’s burger – don'

they always- and went on a hunt. Some found it. Some were less fortunate.

Everything became so confusing that people starting asking questions about its existence in a less than civil way.

After a week, we decided to clear things up so our spokesman went on air and officially announced the burger’s existence to the world.

SUMMERTIME BLUES

Project

Summer FOMO


Role

Lead Copywriter


Agency:

McCann Bucharest

Summer’s a tough time for fast food places. People are on vacation. Those that are not on vacation wish they were so they’d try to go to any other place that at least gives them the illusion that they’re…well, someplace else. KFC’s summer menu, even though delicious, could not compete with the fantasy.


But a fantasy it is. Think about it closely and summer becomes a domino of depression where what you do matters less than making people think you’re doing something cool. We forget to enjoy what we have because we’re too busy with vicariously living someone else’s vacation. It was time to debunk it.

FOR REAL VS. FAKE NEWS

Idea

Fake News


Role

Lead Copywriter


Agency:

McCann Bucharest

When your brand’s guiding line is “be real”, living in a world of fake news is disturbing. Teens are especially vulnerable and therefore targeted with impunity. We felt that KFC should make a stand against this, especially since they produce a content series yearly.


Fake News would have been the first KFC documentary, filmed in collaboration with one of Romania’s top investigative journalism websites, exposing the “be real” behind fake news, in a way and through a channel that teens could instantly get.