The Brief

Research showed emergence of health-conscious consumers who visited KFC less as fried was deemed unhealthy => resulting low visit frequency. Current perceptions: KFC=Only good fried chicken+unhealthy To combat, KFC launched 'Roasta Burger' to revitalize brand, offering wider variety/healthy alternate. Objectives: 1. Trigger reappraisal of brand 'KFC was not only about fried chicken' 2. Drive appetite appeal, trials of new non-fried 3. Improve visits and sales target by 5% Strategy built on : a. Key attribute of 'juiciness' drove high levels of appetite appeal and intention to try b. Buzz on food grabs attention and drives urgency/ reason on trials

Describe how the promotion developed from concept to implementation

Our strategy: Make KFC the juiciest news in town 1) Invite curiosity: Seed/initiate conversations around new offerings - Mirage/hologram featuring product invite consumers to grab - media first - WOM through journalists/bloggers 2) News annoucement: - We owned 'TODAY' masthead for the day and changed it to 'jUICIEST NEWS TODAY' This was coupled with stick-on visual of an oven. Readers were invited to peel open the 'oven' to reveal Roasta Burger 3) Enabling Buzz: We made foodies our journalist Auditions were held through online applications which allowed consumers to experience being a newscaster, and share their reporting newsclip with friends

Describe the success of the promotion with both client and consumer including some quantifiable results

The campaign that had "news" and dailies at it's heart delivered outstanding business results and impact. 1) We delivered brand reappraisal: 75% of consumers had better opinion of KFC 2) We were back on the consideration list: More than 80% visitors said they would return 3) We exceeded sales targets by 40% 4) Over SGD483,000 PR value delivered through bloggers and reviews in newspapers 5) Approx 400,000 people viewed news feeds posted on KFC fanpage 6) Over 20% increase in traffic/ unique visitors to KFC website 7) 7 in 10 consumers surveyed liked the creative buy on Today

Explain why the method of promotion was most relevant to the product or service

1. Consumers are 'blind' to promotions with fast food players launching new products/ promotions every month. 2. KFC = FRIED chicken only. Consumers can be aware of non-fried products but will still go for the fried chicken when they step into the store. 3. Need to establish a permanent non-fried product without getting into price-war This campaign strategically :- - trigger audience curiosity to grab attention - establish core product attribute 'Juiciness' - ensure consumer engagement - create buzz on food amongst consumers that drives urgency/ reason on trials - stronger credibility by using consumers to spreading the news