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KFC
Size doesn't matter

RAN IN: Russia

CASE STUDY

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CASE VIDEO


Audience: Hyperactive audience of overshares who post their every step to their social media. The general term for this audience is Gen Z. The actively share their life events, follow opinion leaders and hold humour and self-irony in very high regard. Most of the are students and price-sensitive youth, so the value for money is important.

Objectives: 1.To neutralize any negativity tied to the Tacos' size and to redirect the avalanche of the consumers' activity into positivity and the product's good, stimulating the growing number of mentions. 2.To convey the message that the Tacos is first of all a quick snack and an extra dish to any of the franchises other products. Shift the attention from the size to the taste. 3.To demonstrate the value of the product for its money.

Type: B2C

Language: English, Russian