KFC - Mum's Christmas Bucket
Information
Campaign: Mum's Christmas Bucket
Brand: KFC
Client: US Food Network
Submitted by: McCann Worldgroup România
Contributing agencies: MRM//MCCANN ROMANIA, UM ROMANIA, Golin
Background/Objectives
Strategy
Results
Background/objectives:
KFC wanted to promote its most expensive product, the bucket, during the most spending spree period
of the year - Christmas, fighting competitors, people’s seasonal spending habits and their traditional cultural representations of holiday foods.
Strategy:
We shifted the focus to moms and came out with the special Christmas bucket: freshly prepared and cooked by moms working at KFC. So “you can’t escape your mum even at KFC”.
Results:
KFC registered historic value sales for the holiday season, and won a meaningful brand battle with its main competitor.