Mother's Day consistently stands out as one of the peak sales days of the year for KFC. For 2023, our team embarked on a creative journey aimed at both promoting KFC’s new nuggets as well as inclusivity within the brand’s Spanish-speaking consumer base. Understanding the significance of this occasion and the need for a culturally resonant approach, we conceptualized the "Nuggets of Appreciation Meal” promotion, designed to grant mothers a reprieve from the kitchen and allowing them valuable time to savor moments with their families.

Central to this campaign was the seamless inclusion of Spanish-speaking individuals, a crucial facet of our strategy. The "Nuggets of Appreciation Meal” offered between Día de las Madres on May 10 through Mother’s Day on May 14, also offered a downloadable card, thoughtfully crafted in two languages. While numerous innovative concepts were explored in our brainstorming process, the chosen campaign emerged as a poignant testament to honoring mothers while inviting diverse communities to partake in this heartfelt celebration.

KFC Mother’s Day
May 2023

CONTRIBUTION

Creative concept
Mailer concept
Mailer design
Photo retouch

TEAM

Exec. Creative Director: Manas A.
Creative Director: Connor L.
Assc. Creative Director: Cam F.
Sr. Copywriter: Lauren G.

@_thatparticularmom So grateful for this! You can get @KFC ‘s nuggets of appreciation meal May 10th-14th at participating locations! #kfc #prbox #unboxing #mothersdaygift #gifted #kfcsecretmenuhacks ♬ original sound - jenn | that particular mom

THE MAILER BOX

Our aim was to curate a thoughtful and practical experience for media writers and influencer moms alike. Each meticulously assembled box brimmed with items tailored to ensure mothers could relish their day with loved ones without fretting about the thousands of tasks they normally undertake. Alongside a gift card for the exclusive "Nuggets of Appreciation Meal," we nestled Polaroid cameras, encouraging moms to capture cherished moments with their families. Recognizing their supreme multitasking superpowers, we included a custom Stanley cup to promote hydration and a Lululemon belt bag, facilitating a hands-free approach to their bustling lives. And as a final touch of indulgence, a Spafinder gift card provided the soothing promise of a rejuvenating 60-minute massage—a well-deserved escape for these incredible women on their special day.

@imperfectmom4 #AD Enjoy KFC’s Nuggets of Appreciation Meal. Available for a limited time 5/10-5/14. Priced and participation may vary. No substitutions. Offer only available on KFC.com and the KFC app for a limited time and not available in restaurant or on third party ordering websites/apps. Downloadable Mother’s Day Card will be sent to email address provided at purchase. @KFC #FLG #Inverted ♬ Good Vibes (Instrumental) - Ellen Once Again
@thedailydavidsons #ad My kids shared what they enjoy and appreciate about me! From May 10th through May 14th, you can show your appreciation with KFC Nuggets of Appreciation Meal by ordering on kfc.com or the KFC app. Prices and participation may vary. No substitutions. Downloadable Mother's Day Card will be sent to e-mail address provided at purchase. #KFC #MothersDay #ChickenNuggets #FamilyFavorites #FLG @KFC ♬ original sound - Daily Davidsons

THE INFLUENCERS

In our strategic outreach to TikTok's motherhood and lifestyle influencers, we orchestrated an endearing campaign centered on the genuine love between children and their mothers. We invited these influencers to engage their audience by asking their children a poignant question: "What do you love most about your mom?" This emotional prompt sparked an outpouring of heartfelt responses, generating authentic and relatable content that resonated deeply with viewers. Seamlessly woven into these touching narratives was the spotlight on our "Nuggets of Appreciation Meal"—designed to alleviate the hassle of cooking, granting moms precious moments to unwind and bask in familial joy.