KFC Vietnam : KFC Black Pepper and Lime Chicken Launch

This case study explains how fast food chain KFC launched a new limited edition product in Vietnam with a TV ad.

Agency: J. Walter Thompson Vietnam Country: Vietnam

Summary

With the fast-food market battle heating up in Vietnam, long-time leader KFC needed to keep getting young people to come back to their stores with the launch of a new, limited-time only product – the Black Pepper & Lime Chicken.

The ingredients black pepper and lime are featured in almost every Vietnamese meal, as "flavor enhancers" to any soup, stew, or fried dish – however they are never considered as the key ingredients as a seasoning. KFC decided to shake up common belief that side ingredients never make a...

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