KFC: KFC Rainy Day Delivery

Nicholas Short, Zoe Ren

Fast-food brand KFC partnered with a weather app and a pop star to create a dynamic campaign to position itself as the go-to fast-food delivery on rainy days to increase its delivery business market share in China.

Campaign details

Brand: KFCBrand owner: Yum! ChinaAgency: Mindshare ChinaMarket: ChinaIndustries: Restaurants & takeawaysMedia channels: Mobile & apps, Outdoor, out-of-home, Sales promotion, Social mediaBudget: 500k - 1 million

Executive summary

In China, over 355 million people order food online, with 78% placing an order at least once a week.

However, in China, it rains one third of the time. On rainy days, online orders jump 10%, representing a huge business opportunity for KFC. However, deliveries on rainy days are marred by frequent delays, leading to consumer compensation, costing...

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