| Title | THE REAL HUNGER MARKETING |
| Brand | KFC TAIWAN |
| Product / Service | SPICY CRISPY CHICKEN |
| Category | C04. Competitions & Promotional Games |
| Entrant | DENTSU ONE Taipei City, TAIWAN |
| Idea Creation | DENTSU ONE Taipei City, TAIWAN |
| Name | Company | Position |
|---|---|---|
| Judy Tao | Dentsu One Taipei | General Manager & Chief Creative Officer |
| Hayley Wen | Dentsu One Taipei | Executive Creative Director |
| Sammy Hsu | Dentsu One Taipei | Senior Copywriter |
| Nessie Chen | Dentsu One Taipei | Delivery Team Associate Director |
| Eileen Shin | Dentsu One Taipei | Associate Account Director |
| Grace Ho | Dentsu One Taipei | Senior Account Executive |
| Po Chen | Dentsu One Taipei | Creative Director |
| Paul Yang | Dentsu One Taipei | Delivery Team Director |
| Kiki Tseng | Dentsu One Taipei | Account Director |
How to trigger consumers to buy KFC’s new product “Spicy Crispy Chicken” a fried chicken with a rich Sichuan pepper scent. Instead of using sight, we let customers smell the scent and trigger their hunger! According to researches, the sense of smell is the most effective method to trigger hunger. Therefore, we create the hand warmer, a product Taiwanese usually carry during the winter. “Fried Chicken Hand Warmer” not only warms your hands, but also smells like the Spicy Crispy Chicken! It successfully makes people hungry and increases the sales volume. This is “The Real Hunger Marketing.”
In 2019’s winter, KFC Taiwan launched a limited product- the Spicy Crispy Chicken a fried chicken with a rich Sichuan pepper seasoning. How should we boost the sales volume of this product?
Instead of using sight, we let customers smell the scent and trigger their hunger! According to researches, the sense of smell is the most effective method to trigger hunger. Therefore, we create the hand warmer, a product Taiwanese usually carry during the winter. “Fried Chicken Hand Warmer” not only warm your hands, but also smells like the Spicy Crispy Chicken! It successfully makes people hungry and increase the sales volume. This is “The Real Hunger Marketing.”
Instead of using sight, we let customers smell the scent and trigger their hunger! According to researches, the sense of smell is the most effective method to trigger hunger. Therefore, we create the hand warmer, a product Taiwanese usually carry during the winter. “Fried Chicken Hand Warmer” not only warm your hands, but also smells like the Spicy Crispy Chicken! It successfully makes people hungry and increase the sales volume. This is “The Real Hunger Marketing.”
By using the KFC new product’s exclusive spices and creating a shape with the same size of real chicken drumsticks, the “Fried Chicken Hand Warmer” smells and looks like a real fried chicken! We announced this product on KFC’s Facebook fan page and welcome customers to take it for free. Customers who received KFC "Fried Chicken Hand Warmer" became KFC’s walking billboards for free. They brought the Spicy Crispy Chicken scent outside and travelling to different locations. We successfully used our limited budget to pique customers’ awareness and increase sales volume leading to the product selling out ahead of schedule!
‧ The demand volume was ten times higher than expected ‧ Created over 1.14 million reaches online. ‧ The limited Spicy Crispy Chicken sold out ahead of schedule.