CLIENT
KFC
Kathy Zhuge, 企划总监
Maggie Chen, 企划资深总监
Steven Li, 首席营销官
Tony Li, 企划经理
AGENCY
Chloe Gao, 客户总监
Jenny Gao, VP Strategy,Brand
Joe Wu, 创意群总监
Juan Zhang, 创意总监
Lara Li, 创意组长
Xudong Cheng, Associate Planning Director
SUMMARY
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.
