KFC: Double Down

Chiara Caccia, Lavinia Garulli, Silvia Garagnani

Quick-service restaurant brand KFC used a deeply localised campaign to encourage trial of its new Double Down variants in the challenging Italian market.

Campaign details

Brand: KFC ItalyBrand owner: YUM!Lead agency: Isobar Communications ItalyContributing agencies: Simple AgencyCountry: ItalyIndustries: Restaurants & takeawaysMedia channels: Online video, Social media, Word of mouth, influencersBudget: Up to 500k

Executive summary

KFC is a small newcomer in the quick-service restaurant market and the only restaurant offering the one thing Italian cuisine does not fry: chicken. Just fried chicken.

KFC's overarching challenge is to make Italian people – probably the hardest target for a foreign food brand – embrace the fried chicken obsession. But we...

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