KFC Delivery Fans Day: Rewarding loyal delivery patrons in a ‘so good’ way

Timeline: September 2017

Background

A heritage brand and one of the biggest fast-food chains that specializes in serving quality chicken, KFC has been a staple choice for both families and young professionals for lunch outs, snacking, and everyday celebrations, making the company a top player in the dine-in, and take-out category.

Problem

However, the brand is not strong in the delivery segment. The market who avails of delivery services comprise of people in their 20s who are currently enjoying their newly-obtained purchasing power. Busy with several endeavors, they put much importance on their time that is why they often resort to outsourcing services or using mobile applications that can make their lives easier. How will KFC spread awareness on their delivery expertise to this discerning market?

Solution

With that, KFC launched #KFCDeliveryFansDay, a day where customers who opt for delivery will be pampered with benefits, discounts, and a chance to win a year-long supply of finger-lickin good chicken. The campaign also surprised loyal delivery customers (ordinary everyday people in different parts of the country) and used their authentic voice in communicating the brand USPs. The campaign made use of social and digital influencers as the main channels. The Colonel mascot surprised celebrities and digital publications with a visit and a delivery of a handful of KFC goodies.

Results:

- 300% Marketing budget ROI; 400% PR value ROI

- 2.9 Million impressions from celebrities and press;

free PR value of Php 792,591.42.

- 10% increase in delivery contribution in the business

My role in the project:

I was an Account Manager in Ogilvy & Mather and KFC is one of my clients. I led the ideation and planning of the PR aspect of the campaign. I was responsible for coming up with the media list and press release, as well as sourcing of suppliers, coordination with client, monitoring and reporting of the campaign. This campaign garnered a Gold Anvil, under the digital activation category.