How KFC stole a burger-march on McDonald's using real-time data

Chan Su Ling, Amit Sutha, Rina Low

This case study describes how fast-food brand KFC employed programmatic technology to create and distribute content to millennials to launch its Hot and Cheezy burger in Malaysia.

Campaign details

Brand: KFC MalaysiaBrand Owner: QSR Brands (M) Holdings Sdn BhdLead Agency: Ensemble Worldwide, UM MalaysiaContributing Agencies: Google MalaysiaCountry: MalaysiaIndustries: Restaurants & takeawaysMedia Channels: Content marketing, Events & experiential, Online video, Print - general, Programmatic display, Social mediaBudget: 1 - 3 million

Executive summary

Millennials aren't attracted to KFC's burgers. With the launch of Hot & Cheezy, we wanted to change that. Malaysian youths are fickle content consumers, skipping everything they don't like. We used programmatic technology to create brand messaging and distribute content...

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