KFC India: Howzzat! Shout to win big discounts on the KFC app

KFC, a quick-service restaurant, leveraged cricket season in India and developed a voice activated discount slot machine to build a differentiated value proposition for the app while driving awareness and usage.

The brand/business objective

In an extremely cluttered food delivery ecosystem in India, with a plethora of both aggregators and direct brands, the awareness levels for KFC's app were low. The consumers also lacked a reason to be a KFC app user because they got the same or sometimes a better experience from aggregators like Swiggy & Zomato. Hence KFC's goal was to build a differentiated value proposition for the app while driving awareness and usage.

The target audience

KFC's target audience largely consists of 18-35-year-olds- a mix of GenZ and Millennials. The youth in India order out using delivery apps...

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