Making a globally-loved brand a Kenyan favourite
The Work
How A ‘Local-First’ Communications Approach Built KFC into the Most Loved Fast Food Restaurant in East Africa
Business Background
The launch of the first KFC store at Junction saw Kenyans queuing in long lines to experience what they had long seen in popular culture, internationally.
With their entry into the market; our challenge was to maintain the brands desirability while incorporating a local touch. The gospel had landed; it was on us to translate and spread it.
Getting To Work
Creating immersive brand content supported by the use of video and photography
Over the years we have been able to achieve a lot through:
Every meal should start and end with ice cream. Introducing a dessert option for customers to enjoy with their KFC favorites or as a snacking option.
Introducing sweet honey and ginger sticky sauce to the menu that offered customers a whole new dimension of flavour to the KFC chicken.
A snippet into the safety measures taken from food preparation until it’s delivered at our customers doorsteps.
Leveraging on culture by referencing the current popular local trends
Greats – Mabazu can only eat a burger for the greats, a burger that tastes like greatness, the Bazu Burger.
The greatest meals are the ones enjoyed together. This was a sharing meal for KFC consumers to enjoy with friends and loved ones.
Partnering with Kenya's familiar faces through influencer marketing
Greats – Mabazu can only eat a burger for the greats, a burger that tastes like greatness, the Bazu Burger.
For all the customers doing their Boss Thing, the boss bucket is a meal for them to enjoy as they celebrate all their wins.
Feed Your Flex speaks to Streetwise 2’s role as the recharge customers need to pursue the things that give them joy
This KFC Remix gave customers the option to enjoy different types of chicken i.e Chicken on Bone, Chicken strips and Chicken wing wrapped up in one flavoursome mashup.
Media planning and buying that enables us to be visible and discoverable
Love was in the air and so was the aroma of KFC chicken. This offering had both a meal option for 2 and for 4 to spread the love while eating to their fill.
Creating content people want to share that spurs novelty and sparks nostalgia
Positioning KFC as the number one option on consumers minds when they think of takeout
Results
Skyrocketing sales for multiple products
Creating awareness for the first store in Mombasa led to foot traffic and 1 million in sales per day from the launch of the store.
While trying to clear stock of excess wings. We ran a campaign termed ‘wing N dab’ that made wings the 3rd best selling menu item and wings are still a favorite for KFC fans in Kenya.
Growing Market Share
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New
Stores
Creating awareness (through immersive content) for KFC Kenya allowed us to remain top of mind to our consumers and subsequently grow our market share.
Our consumers are able to share content and reference our campaigns while making social posts – expanding our space within their hearts.
Growing Brand Affinity
KFC has been able to take precedence over the localization of its messaging. Making us a trend setter in incorporating Kenyan culture into our communication and being emulated by the competition.
Friends of KFC
Through the Friends of KFC campaign we were able to tap further into our local first approach by partnering with local manufacturers to supply our everyday raw materials and products.
Still good through the served with care campaign
During the Coronavirus pandemic, the safety of the community was KFC’s primary concern. In line with this, we had to find ways to keep people safe, maintain KFC’s cash flow and cater to consumer needs. This informed the ‘Served with care’ campaign that ensured the consumer and employees were safe through contactless channels (delivery, drive-thru and take out).
