Campaign details
Brand: Kentucky Fried ChickenAgency: Wavemaker GermanyRegion: EMEA
Strategy
Objective
The demand for vegetarian options is continuously increasing: Small restaurants and international fast-food chains alike are adding vegetarian alternatives to their menus. This meant a challenging environment for Kentucky Fried Chicken (KFC) to launch their own Veggie Range. In Germany, their biggest competitor operates roughly 8 times more stores and accordingly has a much higher media budget.
For us, this led to two main objectives. First of all, we had to generate impressions to create awareness of the new products. In the end, KFC...