Campaign details

Brand: KFC
Lead agency: Mindshare
Region: EMEA

Strategy

Objective

The market is full of burger options with little differentiation and as such, there is a need for an innovative burger creation to break through the clutter. The challenge for KFC was to increase awareness around their burger offerings and sway consumers consideration when thinking of burgers in the QSR category. To achieve this KFC introduced a state-of-the-art burger, namely the Sweet Zinger Chutney Burger.

The introduction of the KFC Zinger Chutney Burger meant that consumers were able to have a truly unique South African taste experience. KFC collaborated with the iconic South African brand Mrs. Balls Chutney to produce this taste sensation.

From a digital perspective, our objective was to go viral, to get people talking about the new collaboration and to position the burger as KFCs number 1 burger for the campaign period. This was done by using media that provided reach and engagement. Using measurable platforms where we could buy on reach, and where the frequency could be controlled, we were able to see how many impressions and views were delivered. The frequency caps implemented were able to inform how many unique impressions and views were obtained. In addition, we measured the increase in the sales of the Zinger Chutney Burger.