kfc feel good
The Challenge
Dine-in was reopening after over a year of COVID-19 lockdowns, and KFC aimed to dominate this reopening as Pakistan’s #1 QSR.
IDEA
As Pakistan’s #1 QSR, KFC took charge to celebrate the youth’s “homecoming” to their favorite comfort food with #KFCFeelGood. This was the first big-budget campaign in the QSR industry post-lockdowns, focused single-mindedly on our irresistible, finger-lickin’ good chicken through tantalizing product shots – luring Gen Z in for a bite. #KFCFeelGood cemented KFC as the market leader with an +81% increase in sales – the highest-ever for KFC Pakistan. While the competition closed down restaurants during COVID-19, we accelerated expansion with 10 new outlets!
IMPACT
Despite the pandemic, we achieved:
- +81% sales (KFC’s highest-ever)
- +92% delivery channel growth (web, app, and Foodpanda)
- #KFCFeelGood trended on Twitter
KFC - '"Mad Mehnat"
An opportunity that presented itself just in time for us to package as the novelist way to celebrate our workforce on Labor Day! Total Reach: 5 million Views: 542K Shares: 2000+ Positive Comments: 1.4k
Every year, brands commemorate Labor Day with a simple post of appreciation. A post doesn’t cut it for the staff on duty, dedicatedly serving people’s favorite meals in KFC restaurants. A stroke of luck in March brought Omer Ali aka Ibn-e-Ali to the management’s attention for his use of rap as a form of self-expression while going about his restaurant duties in a video that went viral overnight.
With Ali’s permission to use his Original rap, KFC highlighted one employee’s struggles from coming off the streets and giving him a space to outdo his own potential. That’s how Mad Mehnat came to life, ready to be served fresh to audiences on Labor Day. A stark increase in engagement and brand love across social platforms for creating a content piece which gives a fiery tribute to Pakistan’s labor.
