KFC Vietnam: Black Pepper and Lime Chicken Launch

This case study shows how KFC Vietnam, the fried chicken QSR, brought young people back to its stores with the launch of a limited product: 'Black Pepper and Lime Chicken,' a reference to classic local flavours.

KFC Vietnam: Black Pepper and Lime Chicken Launch

Brand: KFC VietnamAgency: J. Walter Thompson Vietnam

Summary

With the fast-food market battle heating up in Vietnam, long-time leader KFC needed to keep getting young people to keep coming back to their stores with the launch of a new, limited-time only product - the Black Pepper & Lime Chicken.

The ingredients black pepper and lime are featured at almost every Vietnamese meal, as "flavor enhancers" to any soup, stew, or fried dish - however they are never considered as the key ingredients as a seasoning. KFC decided to shake...

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