Campaign details
Brand: KFCLead agency: MindshareRegion: EMEA
Strategy
Objective
The strategic objective was to drive consideration, trial, and awareness of the KFC Dunked Burger. Additionally, the goal was to steal market share from competitive burger restaurants.
The burger and the strategy behind it were created to address the lack of innovation in the KFC menu and within the burger category as a whole.
The challenge that the brand faced was that competitors were spending less on marketing but were advertising well-known and established offerings that consumers feel confident spending their money on (as opposed to...