KFC: Rain or shine, KFC sells

Fast-food brand KFC recovered from a drop in revenue by using weather data to inform its daily media mix model in Malaysia.

Campaign details

Brand: KFCAgency: UM Kuala LumpurCountry: Malaysia

Market background and challenge

In the first half of 2017, KFC Malaysia experienced a concerning sales low despite having the highest top-of-mind recall (58% vs. McDonald’s at 22%) and highest media spend in the category. It would take a data-driven approach to address this disconnect and make the second half of the year profitable.

We set out on a journey to explore our data sets to uncover key insights that would close the gap between the flagging sales and our industry-leading brand recognition and media spends.

Insights...

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Insights Team
Bray Leino

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