KFC Arabia: Arch rivals
Bijal Pathak
Campaign details
Brand owner: Americana GroupLead agency: Initiative Media Middle EastBrand: KFC ArabiaCountry: Bahrain, Kuwait, Oman, Pan Arab, Qatar, Saudi Arabia and United Arab EmiratesIndustry Fast food, takeaway outletsChannels used: Content marketing, Earned media, buzz, Newspapers, Online video, Packaging and design, Sponsorship - event, property, Television, Word of mouth, advocacyMedia budget: $500k - $1 million
Executive summary
The case study describes how fast-food brand KFC leveraged rivalry between Cristiano Ronaldo and Lionel Messi football fans in the Middle East to drive...