KFC ITALY

To launch its new bucket menu item with dipping sauces in Italy, global chicken fast food chain KFC ran ads in feed and Instagram Stories, resulting in a 9-point lift in brand awareness.

THE STORY
World-famous fried chicken chain

Created in 1930 in the US, Kentucky Fried Chicken is now the most famous brand of restaurants selling chicken worldwide. It is a market leader, with over 20,000 restaurants in 125 nations. KFC arrived in Italy in 2014.

31-point

lift in ad recall

9-point

lift in brand awareness

23-point

lift in favorability among women aged 25–34

KFC is still a new brand in the Italian market and is loved by teens and young adults. Increasing brand awareness among these target groups is key. Instagram Stories, in particular, allowed us to display the creative content at its best, reaching our millennial audience in their native environment. Distinctive creative in a relevant channel resulted in a very successful campaign.
BENEDETTA JACOPETTI, MARKETING MANAGER, KFC ITALY
THE GOAL
Bringing in the sauce

KFC Italy wanted to raise awareness of its Dipping Bucket—a new menu option that includes five different sauces.

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THE SOLUTION
“How DIP is your love?”

Wanting to reach a variety of Italians, KFC Italy created a unique video ad—a 360° interactive, rounded space that featured couples and friends from various demographics who were dancing, dipping and enjoying the new KFC Dipping Bucket. The ad was paired with upbeat music, included subtitles for sound-off viewing, and added a hashtag at the bottom of the ad to make it even more interactive.

By the end of the campaign, the chicken fast food company saw tasty results. It achieved a 31-point lift in ad recall, a 9-point lift in brand awareness and a 23-point lift in favorability among women ages 25–34.