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KFC
Haters gonna hate, use them as bait. KFC’s New Fries Campaign, 2018

RAN IN: United Kingdom

CLIENT
KFC UK&I

AGENCY
Mother London *Lead Agency

Pippa Morris, Writer
Shaun Murphy, Writer
Tatiana Jezierski, Writer
Neasa McGuinness, Writer
Chris Gallery, Writer


SUMMARY

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.

CASE STUDY

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CASE VIDEO

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Hero Medium: SOCIAL MEDIA

Medium Featured On Video: OOH,PRINT,SOCIAL MEDIA,TRADE COMMUNICATIONS/PROMO

Audience: QSR audience

Objectives: Retain existing customers

Language: English

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