KFC - American bites
Information
Campaign: American bites
Brand: KFC
Client: US Food Network
Submitted by: McCann Worldgroup România
Second Agency: Golin
Media Agency: UM România
Background/Objectives
Strategy
Results
Background/objectives: People consider KFC to have a limited variety of products, vs. McDonalds, which they visit more often. So we had to come with a great product solution to prove we have variety. Our goal was to increase sales more than 9% and have a better connection with our target than McDonalds.
Strategy: We launched a new kind of chicken bites – American Bites, for our target to taste the American Dream here in Romania.
Results:
• 19.7% value sales growth versus last year (same restaurants)
• Leader in brand affinity, overpassing McDonalds.
TV
Spot TV
Online
Youtube stunt
Application
Facebook post
Outdoor
Cocor special ooh
Contextual ooh
Ooh generic
