FEEL GOOD

TitleFEEL GOOD
BrandKFC PAKISTAN
Product / ServiceKFC FEEL GOOD
CategoryA02. Rebrand / Refresh of an existing Brand
EntrantGRAY MACKENZIE RESTAURANTS Karachi, PAKISTAN
Idea Creation SYNERGY ADVERTISING Karachi, PAKISTAN
Media Placement SYNERGY ADVERTISING Karachi, PAKISTAN
PR SYNERGY ADVERTISING Karachi, PAKISTAN
Production SYNERGY ADVERTISING Karachi, PAKISTAN

Credits

Name Company Position
Sidra Salman Synergy Advertising Creative lead
Ella Hussain Synergy Advertising Creative lead
Fatima Nasir Synergy Advertising Creative ideations
Fahad Tariq Synergy Advertising Design development
Henry lucas Synergy Advertising Design Manager
Ghazaal Zuberi Synergy Advertising Creative ideation
Saman Farook Synergy Advertising Client Servicing
Ahmed Kapadia Synergy Advertising Group Head
Emaad Ishaque Synergy Advertising Business lead
Murad Salahuddin Synergy Advertising Media placement
Shahbaz Mir Synergy Advertising Media placement
Ramiza Mehkri Synergy Advertising Client servicing
Zeeshan Rasheed Synergy Advertising Design development
Sana Malik KFC Pakistan Campaign management
Natasha Meheromji KFC Pakistan Campaign management
Zain Naqvi KFC Pakistan Media management
Danish wali KFC Pakistan Placements
Abbas Mehdi KFC Pakistan Partnership management
Faran Tariq KFC Pakistan Placements
Sahr Amin KFC Pakistan Quality control
Noor Alam KFC Pakistan Marketing

Background

KFC Pakistan was one of the first global fast-food chains to enter Pakistan, and has been dominating the Quick-serve category in the country. With a deep nationwide presence and double-digit YoY growth since 2015, the food giant has become the nation’s most highly consumed fast-food retailer. However, we wanted to become more than just a food provider, KFC wanted to become Pakistan’s favorite fast-food retailer by making its growing bull’s eye TG, Gen Z, fall in love with it. The challenge was uphill: Gen Z was demoralized by the severe life impacts of COVID-19. We had to not just establish KFC as the youth’s favorite QSR brand but also uplift the youth during these turbulent times, making the brand synonymous with optimism. A 360-degree campaign, reaching out throughout Pakistan with a message that vibes with the youth was in order.

Describe the creative idea (40% of vote)

We had to dominate nationwide because our TG was spread over 33 cities across Pakistan. Gen Z is a fragmented audience with interests and activities ranging wildly. With an audience so diverse in their fabric, we had to create a campaign that was R.E.D. Relevant, Easy, and Distinctive, tied by a simple insight powerful enough to resonate with all of Gen Z’s facets. This led us to get back to basics and ask ourselves “what happens when one digs into delicious KFC?”, the answer was unanimous: we feel good! Knowing and owning that KFC is the Original fried chicken and that no one does chicken like KFC, we thought about how we could visually showcase the brand’s unique equity in a clutter-breaking and memorable way. Thus, our creative idea was born: #KFCFEELGOOD. A simple, and the simply honest idea that got to the heart of what KFC brings to the

Describe the execution (40% of vote)

Nationwide OOH was a key touchpoint for us and we challenged the norm by creating never-before-seen visuals in Pakistan. KFC is known and loved for its real, delicious, whole-muscle chicken and we decided to show the audience exactly what they love: Our OOH showcased extreme close-ups of mouths tearing unapologetically into the crispy, craving-inducing chicken. We executed #KFCFEELGOOD with an unapologetic and irreverent tone. The visual palette was kept as warm and authentic as possible. The hunger-triggering imagery resonated with the audience creating enormous conversation around the brand on social media. We completely focused on the product and the moments of consumption. To further our unapologetic agenda, we placed a #KFCFEELGOOD OOH right above McDonald’s flagship store in Karachi without the KFC logo- a move that was received as being bold and unapologetic with people commenting online that even sans-logo the visual was unmistakably KFC.

List the results (20% of vote)

Following our campaign, sales grew by a whopping 47% reaching the highest ever sales in KFC Pakistan’s history. Over 50 million Unique Users were reached across digital platforms. The campaign garnered 120 million impressions on digital. Over 13 million views were served across all digital platforms. Over 7.4 million impressions were achieved across all planned publishers. All in all our campaign surpassed the targets we had been assigned and got Gen Z craving to #KFCFEELGOOD!