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To prove the power of KFC’s iconic 11 herbs and spices, Ogilvy and KFC South Africa created the ultimate taste test, now running globally. This first-of-its-kind interactive campaign lets KFC fans experience the taste of KFC in unexpected ways. It’s a real-world, in-store taste demonstration taking place across the country, driven by audience creativity.
KFC celebrates its signature flavors and South African cuisine.
This creative experience not only highlighted the diversity of KFC’s iconic flavors, but also consolidated its dominance in a highly competitive market. It attracted fans in a unique and memorable way and attracted widespread media attention.
“We were absolutely amazed by the public’s response to the MakeItKFC tasting campaign. We showed over 50 million people something they were dying to see and taste!” said Kabelo Moshapalo, Chief Creative Officer, Ogilvy & Mather South Africa, in Johannesburg.
“Over the years, we’ve received some interesting requests from customers wanting to give their favourite South African foods a twist,” explains Mukundi Munzhelele, Senior Marketing Manager at KFC South Africa. “This made us wonder what other dishes people would like to see improved with our famous secret recipe.” So, in February this year, KFC South Africa broke all tradition in its history and hosted a real-life experiential tasting demonstration called ‘Make it KFC’, both online and in-store.
The move follows a series of social media surveys where the brand asked audiences across the country to send in suggestions for unique food items they would like to see made special at KFC. These included family staples such as Brussels sprouts and grapes, as well as sweet treats such as birthday cake. Fan favourites also included some classic South African favourites such as biltong, mopani worms and milk pie.
When customers arrive at the store and order their favorite items, they’ll be amazed not only by the delicious results, but also by the customized packaging of the different items – packaging that’s as unique as the contents inside!
The custom boxes hold different types of food, from pineapples to pies, and each box reads “I was…” KFC employees manually fill in the blanks based on what customers bring into the store, turning ordinary foods like pizza or sushi into KFC delicacies.
The packaging is as unique as the taste.
Additionally, the experimental platform allowed KFC to tangibly showcase its flavors in a memorable way and inspire brand obsession while promoting the power of its secret recipe. “When we launched this unprecedented taste test, we were surprised by the positive response. The overwhelming response helped us maintain our position as the brand of choice,” said Munzhelele.
After generating unprecedented buzz through the campaign, the iconic fried chicken chain has brought back its classic menu items, while the bold flavor fusions have left a memorable impression on consumers nationwide, helping the brand stand out in an increasingly competitive market.
Pete Case, CEO and Creative Chairman of Ogilvy South Africa, added: “It’s great to see that our idea has gone global and our team in Sydney will be launching a version of their platform for KFC Australia this month. While the idea has always been to give South African cuisine a KFC twist, it seems other countries are keen to showcase the secret recipe on their local favourites too!”
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