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Haters gonna hate, use them as bait. KFC’s New Fries Campaign, 2018
RAN IN: United Kingdom
Pippa Morris, Writer
Shaun Murphy, Writer
Tatiana Jezierski, Writer
Neasa McGuinness, Writer
Chris Gallery, Writer
By daring to promote people’s negative tweets about KFC’s old fries, we created a media first that turned our haters into hypers. To help smooth the introduction of KFC’s new fries we used Twitter to reposition KFC’s old ones as something that needed fixing. This risky strategy paved the way for the new fries campaign, heralding them as the saviour to the problem, whilst giving us maximum attention along the way. This in turn bolstered brand perceptions and grew penetration for the business.
Hero Medium: SOCIAL MEDIA
Medium Featured On Video: OOH,PRINT,SOCIAL MEDIA,TRADE COMMUNICATIONS/PROMO
Audience: QSR audience
Objectives: Retain existing customers