KFC: Kentucky Fried Crossing

KFC, the fast-food chain, ventured into the gaming world to connect with its audience in a different way in the Philippines.

Campaign details

Brand: KFCBrand owner: Yum! BrandsEntrant company: Grantline, Inc., Quezon CityIdea creation: Ogilvy Philippines, Makati CityMarket: The PhilippinesSector: Restaurants & takeawaysMedia channels: Gaming & in-game advertising, Merchandise & free gifts, Public relations, Social mediaBudget: No budget

Executive summary

COVID-19 triggered a whole slew of marketing from QSRs, resulting in a deluge of mirrored category messaging. While communications on health & safety were important, as was pushing delivery as the only viable channel amidst the quarantine, KFC knew this was the minimum, and that its...

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