| Titel | Retornados KFC |
| Agentur | PS21 |
| Kampagne | KFC Retornados |
| Werbende | KFC |
| Marke | KFC |
| Posted | November 2020 |
| Story | KFC launched La Chickadilla, a limited edition Mexican-inspired product, on October 31. The problem with those dates (Halloween in particular) is that it's a time of advertising saturation and particularly within the fast food category. We had to develop an activation idea capable of breaking this message saturation and stand out above the category. So we decided to get away from Halloween and celebrate El Dia de Muertos, a Mexican tradition that speaks of death from a mocking, festive point of view, something that fit perfectly with KFC's vision and tone; as well as its new product. We used real people who had been clinically dead to be the prescribers of our product. Through one-on-one interviews, they shared their experience with us. We made them up and dressed them up following the traditional Mexican fiesta patterns and made them prescribers at the product launch. In addition, we launched a dynamic giving people the opportunity to "die" in order to earn Chickadilla for life in the only way possible: by publishing their own obituary in the newspaper. We made a 90" video in which the "Returnees" told their experience and a digital campaign with 30" pieces supporting the product launch and promotion.We were present in a digital outdoor circuit with a striking design, showing the portraits of our Retornados as a Mexican cartoon, to encourage participation in the promotion. This made Halloween more contextually relevant and distinctive for KFC at this time of year. We got several fans to post their obituary and get the media talking about KFC and its product on Halloween. During the campaign, the Chickadilla accounted for 10% of KFC's sales, making it the best selling limited edition product in the brand's history in Spain. International media such as The Drum, The Stable and Merca 2.0 echoed the news. Reaching a data of 14.5 M of reach and 17 M of impressions. But the best thing was to show the brand and the industry that a fast food brand can talk about death, laugh about death and even invite people to "die for their product". |
| Medientyp | Case Study |
| Länge |
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