Our mission was to devise an impactful earned media campaign for KFC's exclusive launch: the Ultimate BBQ Fried Chicken Sandwich, available only from July 3rd to August 13th, 2023. Our core concept aimed to deliver "another bite of summer" by extending the 94-day season for customers through an irresistible incentive: an all-expenses-paid trip to Aruba. Teaming up with Going™, a travel company specializing in flight and travel discounts, we made this dream a reality. We dubbed this, the “Ultimate Summer Getaway Giveaway.”
The response was nothing short of remarkable: the campaign gained over 4 billion earned media impressions, with 1.7 billion of them in the first 48 hours of the campaign, illustrating its immediate and widespread impact across diverse audiences. There was also a notable 16.9% surge in new app users, and an impressive 5.6% spike in same-store sales growth after just the second week.
KFC Ultimate BBQ
July 2023
CONTRIBUTION
Creative concept
Photo direction + retouch
Mailer concept + design
Social video direction
Logo design
TEAM
Exec. Creative Director: Manas A.
Creative Director: Connor L.
Assc. Creative Director: Cam F.
Sr. Copywriter: Lauren G.
THE PHOTOGRAPHY
Our direction for the photoshoot: capture the KFC Ultimate BBQ Fried Chicken Sandwich as a tantalizing embodiment of a summer getaway. We wanted to associate the sandwich’s craveability, with its crispy onions, hickory-smoked bacon, and pickles, with the desire for a tropical vacation. To showcase the sandwich's substantial size (which is super important for our value-driven customers), we juxtaposed it against miniature beach props. The color palette was carefully selected to complement the sandwich's vibrant orange-yellow hues as well as harmonize with elements of Going™'s color palette.
THE MAILER
To amplify the excitement around the promotion, we teamed up with Going™ to curate mailer boxes for media and select influencers, brimming with items tailored for the perfect summer escape. Among our essentials for travel and relaxation, the true stars were three vibrant stickers: one boasting the sweepstakes' lockup, another showcasing our iconic sandwich leisurely lounging between palm trees, and finally, a bespoke illustration crafted by the talented team at Going™. These meticulously selected items aimed to whisk recipients away into a world of summer bliss while serving as a tangible invitation to partake in the enticing sweepstakes.
