KFC want to be at the forefront of their customers minds especially for those looking to get their fix of fiery chicken fun.
At all times, KFC want to be at the forefront of their customers minds especially for those looking to get their fix of fiery chicken fun.
KFC want to generate more crave moments at the right time, with the right audience, to drive the behaviour of 'one more visit'.
1. 'Dominate the crave'by dominating the key time of 4-7pm and ensure KFC is front of mind and forms a big part of conversation and culture. 2. 'Drive the crave' by integrating KFC into the conversation at key times. 3. 'Purchase the crave' by incorporating KFC product and pricing to drive purchase. KFC needed a partner with a brand that could 'inspire uplift and increase frequency of visits' plus, crucially 'create more occasions for people to purchase'. It was clear that our strategy needed to generate more crave moments at the right time (4-7pm) with the right audience.
The KFC X KISS partnership was centred around Tyler's show on KISS, who seamlessly integrated KFC into the editorial of his show each week.
His 'Everyday Elite' featured Tyler celebrating Emily, the Manager of Hounslow KFC, who led the first KFC to reopen after lockdown. During 'Take on Tyler' he took on Michael, the Manager of Waterloo, to see who knew the KFC menu better.
Other features included the Chicken Roll Call, bringing as many audience members as possible to air and having them shout out their KFC order.
* 66% agree the campaign made them want to purchase KFC, with 56% making a KFC purchase after seeing/hearing the campaign. * 21% are buying more KFC than in the last 6 months. * 15% increase in KFC brand affinity.
"THE KISS PARTNERSHIP SURPASSED ALL OF OUR EXPECTATIONS, FROM THE BASICS OF TRULY AMAZING MEDIA VALUE AND FREQUENCY, TO TYLER FULLY EMBRACING OUR BRAND. THIS IS THE MOST INTEGRATED RADIO SPONSORSHIP WE HAVE WORKED ON AT MINDSHARE FOR SOME YEARS. THE PASSION SHOWN BY THE PRODUCTION TEAM AND PRESENTING STAFF GAVE THE CAMPAIGN A CULTURAL POTENCY WE COULDN'T HAVE FORESEEN, HELPING KFC RETURN TO PRE-LOCKDOWN SALES RESULTS AND PUTTING KISS AT THE HEART OF OUR 2021 PLANNING FOR THE BRAND."
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