Campaign: Mum's Christmas BucketBrand: KFCClient: US Food NetworkSubmitted by: McCann Worldgroup RomâniaContributing agencies: MRM//MCCANN ROMANIA, UM ROMANIA, Golin
Background/objectives:KFC wanted to promote its most expensive product, the bucket, during the most spending spree periodof the year - Christmas, fighting competitors, people’s seasonal spending habits and their traditional cultural representations of holiday foods.
Strategy:We shifted the focus to moms and came out with the special Christmas bucket: freshly prepared and cooked by moms working at KFC. So “you can’t escape your mum even at KFC”.
Results:KFC registered historic value sales for the holiday season, and won a meaningful brand battle with its main competitor.