KFC - The CROPPERS
Campaign: The CROPPERS
Brand: KFC
Client: US FOOD NETWORK SA
Lead Agency: McCann Worldgroup România
Contributing Agencies: UM România, Golin
Public Case Summary:
The CROPPERS is a branded teen-content series launched during last year’s lockdown, viewable in two ways (vertical and horizontal) and delivering two different corresponding stories.
While we’re used to see advertising stories developed around products, The CROPPERS did the opposite. It’s the first branded content story that gave birth to a product. Which became a best-seller in a very trying time for its parent-company, KFC.
Spread across an entire digital ecosystem, and completed with a product, The CROPPERS answers a simple question: how far can a story take a brand?
Team: Ion Cojocaru // Content Director MRM // McCann România, Ioana Enache // Social Media Creative Director MRM // McCann România, Corina Ionita // Head of Art Directors MRM // McCann România, Andrei Bălan // Head of Digital Strategy MRM // McCann România, Ioana Zamfir // Executive Creative Director MRM // McCann România.
Creative Reel
Images of Creative Work
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Video Experience
