KFC – The Wings and Strips Anti-manifesto

KFC – The Wings and Strips Anti-manifesto Information Public Case Summary Team Campaign: The Wings and Strips Anti-manifestoBrand: KFCClient: US FOOD NETWORK SALead Agency: McCann Worldgroup RomâniaContributing 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 Key Visual 1 Key Visual 2 back to winners