1. Challenge, context and objectives
The success of "Crazy Thursday", a special offer day promoted through musical, addictive clips, has led peers to follow suit. As a result, KFC was subject to copycat special offer competition.
As a leading catering brand, KFC has been a leader in marketing innovation. In 2018, KFC launched the Crazy Thursday Special Offer Day to boost sales every Thursday. The super crazy special offer "RMB9.9" promoted in a catchy musical manner has successfully turned the originally slow sales Thursday into a day for customers to get KFC’s best deal that can’t be missed.. Subsequently, the...