Advertising Project

Submitted To:
Prof. Ramesh Tahliani

Submitted by:
Gaurav Soni

Kumar Deepak

Sanya Gulati

Saurabh Mishra

KFC Krusher Page 1

Brand Name: KFC

Product Type or Description: Iced Beverage

Category for this Entry: Food and Beverages sector

Campaign Title: 'Really thick, really tasty'

Campaign: National Regional Local

MARKETING CHALLENGE

Pre-launch Scenario:

• Renowned worldwide for its” finger licking” good food.

• KFC growing rapidly in India with presence in 11 cities with close to 50 restaurants.
• However no signature beverage offered.
• The growing need of target audience to “beat the heat” and accompany the “hot food” with chilled
beverages.
• The advertisements had less impact, simply concentrated on stories about youngsters and college
goers discovering and enjoying the taste and experience of KFC.

The Challenge:

• Competing with other fast food brands like Mc Donalds, Dominos, Pizza Hut
• Establishing a monopoly in selling “fried chicken” in the Indian fast food market.
• Developing more and more signature products besides food, in beverages and deserts.
• Intensifying its target audience – going beyond college goers and youngsters.
• Including more varieties in menu to suit the Indian taste

CAMPAIGN OBJECTIVES

• To create a “sensuous impact” rather than the regular KFCs advertisements so as to introduce the
product that one gets tempted, taste and savour.
• Intensifying its position in fast food market in india by attracting people besides youth.
• Positioning itself in the beverage industry
• Creating the signature beverage

KFC Krusher Page 2

TARGET AUDIENCE

KFC’s target audience include the youngsters, college-goers and young working adults belonging to SEC
A, B and C living in cities. {Middle class and upper middle class}

CREATIVE STRATEGY

The TVC has been conceived by Ogilvy India's Delhi wing. The creative team comprises Ajay Gahlaut,
Shailender Mahajan and Divya Bhatia. The film has been shot by Prakash Varma of Nirvana Films.
Mindshare is the media agency for the brand.

The product was to be introduced in the sub-continent and wanted to be projected as really thick and tasty.
The product is such that there are bits and pieces of ingredients inside it, which one can chew, taste and
savour. It was to be shown how tempting and tasty these ingredients can get, and thus, decided to romance
the ingredients.

Titled Pucker, the TVC opens in a KFC store, where a middle-aged man is having his meal. Suddenly, he
hears a strange sound and looks up to find a young girl making strange puckering gestures at him. The
man is a little taken aback, but the girl continues to pucker at him.

The ad then breaks into the product window, where we see cookies mixing with milk, milk falling on lips,
cocoa beans being ground and ice being crushed. Next, the ingredients are blended together to form the
shape of the Krushers tumbler. The film cuts back to show the girl holding a glass of Krushers and taking
a long deep sip. The man now understands that the girl was simply enjoying her drink and he smiles. The
ad ends with the tagline, 'Really thick, really tasty', as the last shot has a range of Krusher tumblers
exploding.

KFC Krusher Page 3

OTHER COMMUNICATION PROGRAMS

KFC sponsored following PR programs:

WORLD HUNGER RELIEF WEEK - With the aim of promoting hunger relief, World Hunger Relief
Week, aims to alleviate this problem through raising funds and increasing awareness of hunger and the
global food crisis. KFC, along with its parent company Yum!, will rally more than 20,000 KFC employees
from 720 UK stores, along with 1.3 million Yum! employees from 36,000 stores worldwide to generate
funds that will make a real difference on a mass scale.

I-Village promotion– KFC launched a Finger Lickin Good promotion on i-Village which is full of
surprising facts about KFC

YUM! Brands Inaugural Effort will help United Nations World Food Programme save 400,000 lives and
has become the world's largest volunteer movement for hunger engaging 1 million employees, franchisees,
their families and customers across nearly 35,000 KFC, Pizza Hut, Taco Bell restaurants in 100+ countries

MEDIA STRATEGY

The media strategy was 2 pronged

• Deliver a high impact media launch through a channel mix targeting core groups – youth. A
channel mix comprising Star Plus, Zee, Channel V, MTV, ETC, Max, Zee Cinema on Zee and
Vh1, was selected on the basis of affinity, time spent & loyalty. Sponsorships were taken to add to
the visibility of the brand.
• Leverage the central theme of the campaign, “Really thick, really tasty” to create clutter-breaking
ideas to establish the brand.

KFC Krusher Page 4

MEDIA
List all media used in this campaign, even those not included in the EFFIE entry materials.

Television Radio Newspaper

Trade/ Professional Magazine Consumer Magazine Direct Mail
Point-of-Purchase Out-of-Home Public Relations
Sales Promotion Interactive/On-line
Other

Total Media Expenditures: (check one)

Under Rs. 25 lakhs Rs 25 lakhs to Rs 1 crore

Rs 1 crore to Rs 2.5 crores Rs 2.5 crores to Rs 5 crores

Rs 5 crores to Rs 10 crores Rs 10 crores

KFC Krusher Page 5

EVIDENCE OF RESULTS

• 20 per cent growth in volume was noted; growth values were up by 30 per cent as
against the expected 25 per cent; 4 per cent lower media spends were achieved and
close to 17 per cent increase in RoI was attained through better use of TV.
• In the year of its launch KFC krusher aquired approximately 17 % increase in return
of investment.
• KFC sales have been growing steadily

KFC QSR sales International system sales