Teri Campbell: KFC Eleven

KFC is putting a healthy new spin on its famous fried chicken, and Cincinnati, Ohio-based food photographer Teri Campbell was recruited to document it.

The popular restaurant chain launched its new “fast casual” concept on August 5,  marking a different direction for KFC. The single location in Louisville will serve new menu items, unlike those offered by traditional KFC restaurants, in a dramatically changed setting.

The assignment came to Teri through Creative Alliance, KFC’s agency in Louisville. Teri was happy to get the job, as this is different from previous work he’s done for KFC. He explained his approach, saying:

Shooting food is about connecting the image to your emotions. So I am happy to adapt to whatever style I think will resonate most with my audience, but it usually involves keeping at least part of the image in soft focus, blowing out detail, and trying to capture the moments right before you start to eat.

Teri spent time visiting other restaurants with a similar atmosphere prior to the shoot, to get a feel for what KFC is trying to create with KFC Eleven. He also scheduled a test shoot to work through ideas and concepts with the creatives on set. To Teri’s satisfaction, the clients were very laid-back, only suggesting simple changes. Teri explained the ups and downs of such a relaxed atmosphere:

This assignment gave me the freedom that is very rare in the world of “commercial” food photography. usually we have detailed layouts, production manuals, and very specific parameters within to work— this assignment had none of that. That also meant that a lot of the success or failure rested squarely on my shoulders, but I enjoyed that challenge. And it has given me a lot more confidence to push my clients for more control on set.

After some fairly simple post processing, Teri said that the images have been well received, by both KFC  and others in the industry.

And the food? Teri recommends it, saying that it is nothing like what one would expect from the Colonel we have all come to know. Seeing as these innovative joints probably won’t make it out to us on the East Coast for awhile, we will just have to settle for these tasty images. Luckily, they don’t leave much to the imagination.

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