Restaurants
Quick Service, casual dining, mid-scale, white table cloth and other restaurants.
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PROGRAM
2019 SILVER
Taco Juniors Never “lower their heads”
The KFC taco tested several markets in 2017, while the sales and volume were not ideal. In May of 2019, the product came back nationwide.
A provocative reason would work much better than a rational one to hook consumers for a Taco, as it’s an impulsive consumer food:
Inspired by the way we eat a taco, KFC launched the # Taco Youth, Never to bow # campaign on the 100th Anniversary of the Youth Day. We endorsed Karry Wang, the national ambassador of the Youth Day, and integrated multiple media platforms to communicate “taco spirit“.
As a result, the sales and volume were out performance of the market, which inspired the massive taco youth to show their attitude of “never to bow” and achieved the "three-in-one" of "sales, volume, and energy." Especially, “Taco Youth” is certified as the youth of the times by the party media – GMW.CN.
Brand:
KFC
Client:
KFC
Agency:
Ogilvy Shanghai
Language:
Mandarin
2019 SILVER
KFC Brand Turnaround
In competing for Singaporeans’ share of attention and stomach, KFC was outgunned by McDonald’s in terms of media spend, share of voice and store count. With nothing else to turn to, we leveraged the power of brand and created a distinct attitude for KFC that gave people permission to unapologetically indulge in fast-food. All of KFC communications were transformed to come with an extra serving of attitude that captured the KFC brand, reversing yearly sales decline and increasing market share for the first time since 2015.
Brand:
Kentucky Fried Chicken
Client:
Kentucky Fried Chicken Management Pte. Ltd.
Agency:
Ogilvy Singapore
Language:
English
2019 BRONZE
Big Mac x Bacon Collaboration
We used the return of the Big Mac Bacon as an opportunity to make McDonald’s a more attractive brand to one of their most allusive audiences - Young Canadians. To attract these young trendsetters we created a collaboration between the Big Mac and Bacon, designing the entire campaign to look like an exclusive album drop.
Brand:
McDonald's Restaurants of Canada Ltd.
Client:
McDonald's Restaurants of Canada Limited
Agency:
Cossette
Language:
English
FINALISTS
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McDonald's
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KFC
KFC's Left-Handed Menu
