KFC: Dunked Burger

KFC, the fast-food chain, successfully introduced a new product by launching a campaign that used TV syncing and geo-targeting technology to engage South African consumers.

Campaign details

Brand: KFCLead agency: MindshareRegion: EMEA

Strategy

Objective

The strategic objective was to drive consideration, trial, and awareness of the KFC Dunked Burger. Additionally, the goal was to steal market share from competitive burger restaurants.

The burger and the strategy behind it were created to address the lack of innovation in the KFC menu and within the burger category as a whole.

The challenge that the brand faced was that competitors were spending less on marketing but were advertising well-known and established offerings that consumers feel confident spending their money on (as opposed to...

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