THE REAL HUNGER MARKETING

TitleTHE REAL HUNGER MARKETING
BrandKFC TAIWAN
Product / ServiceSPICY CRISPY CHICKEN
CategoryC04. Competitions & Promotional Games
EntrantDENTSU ONE Taipei City, TAIWAN
Idea Creation DENTSU ONE Taipei City, TAIWAN

Credits

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

Why is this work relevant for Brand Experience & Activation?

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.”

Background

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?

Describe the creative idea (20% of vote)

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.”

Describe the strategy (20% of vote)

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.”

Describe the execution (30% of vote)

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!

List the results (30% of vote)

‧ 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.

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