KFC: The Power of Data

Quick-service restaurant brand KFC used data-driven insights to activate a tailor-made marketing strategy for each market across the MENA region in a bid to increase sales.

Campaign details

Brand: KFCBrand owner: YUM!Lead agency: Hearts & ScienceCountry: Middle East & North AfricaIndustries: Restaurants & takewaysMedia channels: Online display, Search marketing, Social mediaBudget: 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When KFC partnered with Hearts & Science in 2017, it was struggling with declining sales, ad awareness and an outdated digital infrastructure.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...

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