A lot for very little
KFC
Issue 57 | December 2020
Agency
PS21
Creative Team
Executive Creative Director: Víctor Blanco Creative Director: Yerai Gómez Creative team: Xema Cabanes, Gema Díaz, Gonzalo Cordero
Production Team
Digital team: Elisa Vergara, Stefano Marchesini Studio: Adam Kawka, Jaime Suárez Producer Manager: Michel de Larroque Producers, Q&Cumber: Pedro Márnez, Agustín Escámez
Other Credits
Client contact: Marion Racine, Pablo Calavia, Marta Abellán, Beatriz Martínez Account Director: Sergio Hernández Account team: Blanca Otero Media Agency: Adsmurai
Date
September 2020
Background
The brand covered the streets with real reviews coming from users who rated KFC chicken with one single star. The goal was to to find them and give them free chicken. “A lot for very little” is the slogan of the brand’s new campaign, and its goal is to find these people who gave KFC “very little” and respond by giving them “a lot” of chicken. The brand also launched a callout through social networks under the hashtag #AlotForVeryLittle to discover these disgruntled users’ identity so they can recover hope for KFC.
Idea
The creative company PS21 developed this campaign using humor to redefine Google reviews, which are decisive when it comes to choosing a restaurant and will also try to win the most unhappy clients back with a new and irresistible offer: “A lot for very little”, a group of nine products that cost between 1 and 3 euros. The campaign came out exactly when online sales growth has skyrocketed as a result of the lockdown. The chicken brand doubled its delivery orders during the last six months. In this sense, Pablo Calavia, Senior Communication Marketing Manager of KFC Iberia, pointed that “We are aware of the power of reviews in consumer decision-making. For this reason, we have worked on this initiative focused on digital media in order to follow our strategy in which consumers are the protagonists”. Calavia assured that, “the objective of this campaign is to value the experience around KFC and, at the same time, communicate the new snacks with an original concept focused on disgruntled customers”.
One of the authors of the review: Ignacio Aymerich was found. He wrote to them by DM on Twitter and they ended contacted him by email. What happened next was that they picked him up at his house and brought him to a restaurant. He could try each snack and he had a really good day. Basically they did what they said they would do.
Results
6 million organic impressions were achieved and more than 13 million adding paid ones. Although the number of impressions was higher 2,445 followers were gained and the ER was increased in all social media. The organic results on Twitter; 623% increase in impressions, 3360% increase in interactions comparing this campaign to #manosypinzas.