Campaign details

Brand: KFC
Brand owner: YUM!
Lead agency: Hearts & Science
Country: Middle East & North Africa
Industries: Restaurants & takeways
Media channels: Online display, Search marketing, Social media
Budget: 10 - 20 million

Executive summary

When KFC partnered with Hearts & Science in 2017, it was struggling with declining sales, ad awareness and an outdated digital infrastructure. To make things more challenging, the QSR industry in the MENA region was extremely cluttered and customers were constantly being bombarded with new players, online aggregators and highly competitive offers.

The KFC brand was suffering and needed a holistic, data-led marketing approach

Our primary objective was to increase revenue at the lowest cost-per-order (CPO). So, our strategy was clear: follow the data, and not our intuition.