KFC: Vernac test

In an effort to build stronger connections with its customers, KFC tested vernacular copy written in South Africa’s major non-English languages, resulting in significant ROAS improvements and valuable market insights.

Campaign Details

Brand: KFCLead Agency: Yonder MediaRegion: EMEA



Our strategic objective was to test how the use of personalised vernacular creative copy will impact KFC online sales, conversions, trial and purchase intent. The data was also used to generate customers for future engagement and sales via Facebook. We used social media and creative vernacular personalisation to see what the impact would be on business outcomes and to improve the customer's relationship with the brand and leverage brand communication with our audience. Our hypothesis of the study was if we ran vernacular ads on...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands