Kentucky Fried Chicken (KFC): Master Chick

Credits & Description:

Client: KFC
Advertising Agency: Brilliant & Million, Bangkok, Thailand
Agency Partner: Publicis One Thailand
Chief Executive Officer: Sorada Sonprasit
Chief Creative Officer: Sompat Trisadikun
Executive Creative Director: Titipun Tubthong
Creative Director: Kanokporn Kulsri
Creative Group Head: Thapakorn Chandee
Copywriter: Thanakorn Taisiripanith
Head Of Strategy: Vibhu Harnvarakiat
Digital Strategist: Kan Tanarattananon
Group Account Director: Thanaporn Chankitmunkong
Account Director: Jidapha Pimthanothai
Account Supervisor: Chutamat Chanangsri
Designer Group Head: Lerpong Limpiviriyajit
Head Of Multimedia Designer: Yuttana Chaiwat
Designer: Sutiwus Suwattanawongchai
Designer: Wijitra Fungfueng
Social Management: Chutima Huabkhunthod
Social Management: Jarinporn Buathong
Social Management: Pailin Hongsakul
Country: Thailand
Published: April 2020
Synopsis:
Problem:
The outbreak of Covid-19 pandemic results to the global health and economic crisis. It leads to changes in consumer behavior especially in terms of eating out. With many consumers shifting to delivery services or home cooking methods.
Challenge:
Our challenge was to draw attention by creating excitement or differentiating from our competitors. Making KFC the top of mind when ordering. Also offering a wide variety of menus to offset the boredom that can be created in terms of ordering the same set or promotion repeatedly.
Solution:
We introduce, Master Chick. The campaign that leverages off KFC sets and deals to create a wide variety of unique menus. Resulting in immense online conversation, action and lead to higher sale for client and we offered The KFC Masterchick cookbook that can be downloaded online as PDF version.
Results:
More than 15M of consumers were aware of this campaign: 600,000+ engagement earned 8,000 downloads for KFC Cookbook. Twitter Trending Performance: #4 in Thailand & #18 Worldwide. Driving online sales by 15% during the month of the campaign launch which also happened during the peak of the covid pandemic.