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 and 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 headline in town To make headline news we worked on delivering a media first with "TODAY" We owned the masthead for the day and it was changed to "JUICIEST NEWS TODAY" This was coupled with stick-on visual of an oven. Readers were invited to peel open oven-door to reveal the new Roasta Burger as the juiciest news. Large team was arranged to manually stick 'oven' on the paper's entire circulation of 300,000 copies overnight, delivered to homes/MRT stations the next morning. Commuters were seen curiously peeling open the oven cover while waiting on platforms.

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 a 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) 7 in 10 consumers surveyed liked the creative buy on Today 5) Showcase as "best innovative buy on newspaper buy"' by the largest media owner, MediaCorp CEO on stage to more than 2,000 clients during a massive media event

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. Need to trigger curiosity and drive urgency/ reason to trial 2. Need to establish a permanent non-fried product without getting into price-war Newspapers with their natural strength in bringing our proposition to life provided the springboard to 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 - drive high levels of awareness