Challenge
At the highest point of COVID-19, a lockdown was required as a precautionary measure in Mexico. Due to "staying at home", being isolated became the ultimate challenge for a culture in which closeness means everything.
In such a complicated scenario, KFC, a meal sharing landmark in this country, needed to showcase its solidarity to help consumers and Mexicans in general to stay close, even at physical distance.
Insight
One of the most relevant characteristics of Mexican families is their permanent physical closeness, as they are actively seeking opportunities to get together; from the informal...