KFC - The Wings and Strips Anti-manifesto
Campaign: The Wings and Strips Anti-manifesto
Brand: KFC
Client: US FOOD NETWORK SA
Lead Agency: McCann Worldgroup România
Contributing Agency: UM România
Public Case Summary:
Due to 2020 pandemic restrictions, fast-food consumption frequency dropped, cutting the category in value by -28%. With a business-model purposely built with delivery not-being a significant part of total sales, KFC needed to convince consumers to visit restaurants.
In a world in which every other campaign talked about the ‘new normal’, KFC’s anti-manifestos managed to stimulate the craving for the beloved KFC taste. KFC was the most considered fast-food brand for the campaign period, converting more consumers than competitors, and was +15.5pp in value VS the category average.
Team: Costin Bogdan // Executive Creative Director McCann Worldgroup România, Lucian Cernat // Group Creative Director McCann Worldgroup România, Paula Ionescu // Copywriter McCann Worldgroup România, Mihai Constantinescu // Art Director McCann Worldgroup România, Andrei Florian // Sr Strategy Planner McCann Worldgroup România
Creative Reel
Images of Creative Work
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