Quick Service, casual dining, mid-scale, white table cloth and other restaurants.
Haters gonna hate, use them as bait. KFC’s New Fries Campaign, 2018
By daring to promote people’s negative tweets about KFC’s old fries, we created a media first that turned our haters into hypers. To help smooth the introduction of KFC’s new fries we used Twitter to reposition KFC’s old ones as something that needed fixing. This risky strategy paved the way for the new fries campaign, heralding them as the saviour to the problem, whilst giving us maximum attention along the way. This in turn bolstered brand perceptions and grew penetration for the business.
Client: KFC UK&I
Agency: Mother London
Web of Fries
For years Taco Bell had failed to launch French fries in America because no one wants fries from a Mexican restaurant. America is the land of burgers and fries, and McDonald’s serves the most loved fries on the planet. To launch fries, we would have to outperform our LTO sales average and gain affinity from a more mass audience. So how did we get America dipping their fries in nacho cheese instead of ketchup? By opening their eyes to a sinister plot the burger monopoly had hidden for years.
Brand: Taco Bell
Client: Taco Bell
Agency: Deutsch LA
To outgrow a shrinking category, IHOP needed to think beyond the pancake by launching new burgers. To convince an indifferent world, we needed to prove that we took our burgers as seriously as our pancakes. So we did the most serious thing possible. We changed our name to IHOb. The simple flip of a P to a b started a world-wide guessing game. Upon revealing b = burgers, we ignited a viral phenomenon that sparked cultural debate, skyrocketed burger sales, and rekindled America's love for IHOP.