Why is this work relevant for Direct?

Because KFC’s crispy chicken’s extreme crispiness resulted in consumers facing a series of unfortunate “crumb disasters”, we introduced the Fried Chicken Bib that can actually catch falling crumbs. After the launch of this product, the public’s perception of KFC as the leading brand for crispy chicken increased, as well as chatters among netizens, and sales soared.

Background

Taiwan KFC delivered the crispiest fried chicken ever, filled with crispy crumbs, that every bite resulted in…falling crumbs. Aside from watching helplessly as these delicious crumbs drop on the ground, it created a series of unfortunate “crumb disasters”.

Describe the creative idea (30% of vote)

To resolve the problems caused by falling crumbs, KFC introduced the world’s first Fried Chicken Bib! By wearing the Fried chicken bib, consumers can freely enjoy their crispy chickens, knowing that the crumbs will drop into the bib. These delicious crumbs are no longer wasted, and consumers can fully enjoy them any time, any place.

Describe the strategy (20% of vote)

KFC delivered the crispiest fried chicken ever, but sales and social reactions were less than ideal. Social conversations revolve around the issues of falling crumbs with every bite, and consumers can no longer enjoy it any time, any place. It was a troublesome matter. To resolve the “crumb disasters”, KFC introduced the legendary Fried Chicken Bib, along with a series of spoof ads. It not only resolves the crumb dilemma, but consumers were also now purchasing buckets of fried chicken just to get the complimentary fried chicken bib.

Describe the execution (20% of vote)

KFC introduced the world’s first Fried Chicken Bib, created specifically to catch falling fried chicken crumbs. After its launch, consumers were purchasing fried chicken so they can wear the fried chicken bib, resulting in social media buzz and shares. This event started on FB, traditional media outlets. Once it came out, consumers started purchasing buckets of fried chicken to get their hands on the fried chicken bib, resulting in social media buzz and related topic trending.

List the results (30% of vote)

￭ KFC Fried Chicken Bib successfully altered the consumers’ attitude towards this crispy fried chicken product, they loved the product and were enthusiastically sharing their fried chicken bib experience on social media. ￭ In order to get hold of this complimentary Fried Chicken Bib, consumers were buying buckets of fried chicken, and sales took off. ￭ This product reinforce the concept of “KFC = crispy fried chicken” among consumers, increasing brand recognition and social awareness.