Quick Service, casual dining, mid-scale, white table cloth and other restaurants.
Share in the spirit of Ramadan with McDonald's
Whilst most avoid the potential backlash of culturally-insensitive advertising during Ramadan, McDonald’s simply couldn’t. Not when it repeatedly impacts our bottom-line. Instead of fighting a month of self-restraint with food-romance, we crafted a gripping narrative. This Ramadan, McDonald’s became the vehicle for all to share in the spirit of the holy month. Featuring the “Happy Sharing Box”, we showed how a simple act of sharing elevates Ramadan from being about connections amongst Muslims to connections amongst Singaporeans. And in sharing we too received: 11.5% increased sales, 20% increase on McDelivery.
Brand: McDonald's Singapore
Client: Hanbaobao Pte Ltd
Agency: DDB Group Singapore
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
BUT we have delicious!
How to secure your position in the coffee market, that has already been occupied by major players? How can we surprise conservative residents of Yekaterinburg, who are spoiled enough by high quality of coffee and top service? We are sure it’s possible to increase recognizability and gain loyalty, if we use a sense of humour and take the advantage of the status of our popular neighbour. After the campaign, the cafe managed to attract new clients and increase average monthly income by 500,000 rubles at once as well as a big attention and support of indifferent residents!
Brand: Lublu Coffee
Client: Lublu coffee
Agency: Lublu coffee