Campaign details
Brand: KFCBrand owner: Yum! ChinaAgency: Mindshare ChinaMarket: ChinaIndustries: Restaurants & takeawaysMedia channels: Content marketing, Packaging & design, Sponsorship - sports, Television, Word of mouth, influencersBudget: 1 - 3 million
Executive summary
K-Coffee, part of Yum! China's KFC group, was a new entrant to China's highly competitive domestic coffee market.
In line with Yum! China's ownership of the eSports space, K-Coffee wanted to target eSports fans (400 million-plus in China, a larger viewership than the Olympics now), but needed to find a way to stand out...