IPA Effectiveness Awards 2010: Silver Award - KFC

Client: Yum! Restaurants International

Entrant: BBH

Author: Jude Lowson, BBH

Contributing authors: Ed Booty, BBH; Vishal Patel, Paul Dyson, Data2Decisions

Credited companies - Creative agency: BBH; media agency: Walker Media

Media used: Newspapers, outdoor/poster, TV

IN A NUTSHELL

Using revised communications to convince consumers of KFC's dedication to fresh chicken and fresh preparation, the campaign achieved incremental sales revenue of £191.4 million, with a ROMI of 5.32:1.

SUMMARY

In 2009, following three years of growth driven by taste-centric communications, KFC faced challenging sales targets. To meet these, KFC had to attract a wider audience, who were currently not visiting because of concerns about the quality of KFC's food. In order to build quality credentials, the "Fresh" campaign was launched, offering viewers a behind-the-scenes look into KFC stores and allowing them a first-hand view of KFC's dedication to fresh chicken and fresh preparation. The revised communications model achieved incremental sales revenue of £191.4 million, for a ROMI of 5.32:1.

JUDGE'S COMMENT

KFC was an excellent case with a clear objective to change people's attitude towards the brand. The use of strong insight and revised communications successfully delivered business results.

Philip Almond, global brand director, Baileys.

This article was first published on campaignlive.co.uk