KFC: The Soundbite Chart

This case study explains how KFC, the fast food chain, created the SoundBite Chart to engage millennials in South Africa.

Campaign details

Brand: KFCLead agency: Ogilvy JohannesburgRegion: EMEA

Objective

KFC is a global brand competing with agile, aggressive local quick-service chains. South Africa is a lead market in this battle. In a sluggish economy a premium priced brand like KFC loses customers to these rivals, especially among the key youth market.

How do you get someone who's entire identity and life-stage is based on changing their mind to choose us over the store next-door?

Target audience

Smart, connected, mobile, price conscious, brand literate and suspicious of traditional marketing, the youth segment in South Africa mirrors...

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