KFC says that behind every innovative artist or brand, there's someone or something that inspired them — an original feeding a new original. That's the case for KFC's Streetwise brand, which takes its inspiration from the taste of KFC's Original Recipe Chicken while adding value for a new generation. It's also true of Khuli Chana, Blxckie and 25K, who continue to shape the music scene with their unique sound and influence.

KFC says that the campaign launched with the release of a new song — the Originals Anthem — on Spotify and YouTube. The song was written and recorded by Khuli Chana, Blxckie and 25K.

According to the brand, the campaign also includes a TV commercial from director Sam Coleman, featuring the rappers and Tastemakers, with the Originals Anthem as its soundtrack. The campaign also includes the first packaging collaboration between KFC Streetwise and Tastemaker Sindiso Nyoni, an illustrator who has built a career after being inspired by an "original" — his high school art teacher, a retired graphic designer.

KFC Africa Chief Marketing Officer, Grant Macpherson, says it's a time when young people are hungry to share their unique signature with the world. "Who better to feed their hunger than the originals who came before them?" Macpherson asks.

"We want the Originals Anthem and all the activity around it to inspire all the young South Africans trying to make their mark through their creativity and individuality. Not many brands could authentically pull this off, but KFC Streetwise is already walking the walk. Young people identify with it so strongly, and that means it can be at the heart of the 'Original Feeds Original' story and make it ring true," adds Macpherson. 

Chana says that as one of the legends of South African hip-hop, he's passionate about inspiring new artists. "The reason I started Maftown Heights in 2009 was to help rappers from Mahikeng find their footing in Joburg with a sound and language that wasn't mainstream at the time. It led to great things and it's still giving new artists a platform. I love inspiring musicians to find their original sound."

Blxckie says his career and development has been built on collaborations, and every one of them keeps him original. "Musicians lift each other up. They support each other and make each other better at what they do."

KFC says that 25K was introduced to rap by artists such as DJ Mojava, Ghetto Squad and old school hip-hop groups Dead Prez and Outcast, and became an original by rapping in S'Pitori, a mixed language spoken in Pretoria.

"I want to be remembered for that and I want to inspire kids," 25K says. "When I'm no longer here, I want to feel like I left something that will make it easier for another kid to come out of Pretoria."

The Tastemakers

According to the brand, Tastemakers who appear in the 'Original Feeds Original' TV commercial include: 

• Kind Kid Toymaker, Sanele Qwabe
• "Nail Pimp," Nailed Ntswembu
• the Island Gals Skateboarders
• Fashion Designer, Ruberto Scholtz
• Designer and Visual Director, Rowan Sakarombe
• the Botswana Metalheads, and 
• Custom Car Pimper, Ofentse Mphatsoe.

The commercial begins with Chana starting to write the Originals Anthem and ends with him as the OG, welcoming Blxckie and 25K on stage and handing over the mic to them, adds the brand. 

"It's the story of my life and it's the story of KFC Streetwise," says Chana. "Passing the mic is like passing the torch, and that's how 'Original Feeds Original'."

Director Coleman says the 90-second video portrays the endless cycle of inspiration, in which each creator is galvanised by the ones before and motivates those who follow. "It's an explosive mix of visual eye candy, entertainment, musical reward, style and unique brand integration that instantly hijacks your attention and eyeballs," Coleman says. "Everything about it is engaging, surprising and fresh."

And there's an extra twist to the campaign, says Macpherson. "Every time someone streams the Originals Anthem, the money it earns will go to KFC Add Hope. It will be used to feed malnourished children throughout the country."

"Among the kids who benefit from Add Hope are the next generation of Khulis, Blxckies and 25Ks. So, anyone who listens to the anthem will be helping them on their way," concludes Macpherson. 

For more information, visit www.kfc.co.za. You can also follow Facebook, X, Instagram, or on TikTok. 

*Image courtesy of contributor