Background

Taiwan KFC delivered the crispiest fried chicken ever, alas, it resulted in a series of unfortunate “crumb disasters”, and consumers were not happy with this product. Thus, with a marketing budget of NT$3-4 million, KFC introduced the world’s first Fried Chicken Bib. From development, research, design, an initial amount of 200 fried chicken bibs were produced to resolve this issue.

Describe the creative idea (40% of vote)

The KFC Fried Chicken Bib specifically designed for crispy fried chicken. When consumers eat fried chicken, the crumbs will fall into the bib. It not only resolves the falling crumbs issues, but consumers can also fully enjoy the crispy fried chicken any time, any place.

Describe the execution (40% of vote)

Using 3D sketch and prototype testing, KFC introduced the world’s first Fried Chicken Bib, designed specifically to catch falling crumbs. - Integrating brand elements with chic design. - Food grade silicone materials. - Ergonomically designed for adults. - Pocket design that can catch all falling crumbs. Blending humor with practical design, that demonstrates KFC’s awareness of chicken lovers. Once the bib was available, there was a huge demand for it and consumers were buying buckets of fried chicken just to get the complimentary fried chicken bib, thus becoming an internet sensation.

List the results (20% of vote)

- KFC Fried Chicken Bib solves the issues consumers have with falling crumbs, thus changing the eating habits and perception towards fried chicken. Everyone can now fully enjoy fried chicken any time, any place. - Consumers were buying buckets of KFC fried chicken for this complimentary bib. - This product reinforces the concept of “KFC = crispy fried chicken” among consumers, increasing brand recognition and social awareness.