Kentucky Fried Chicken (KFC) Case study KFC basket by Hungry Boys Moscow

KFC basket

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Industry Fast food
Media Case study
Market Russia
Agency Hungry Boys Moscow
Released March 2014

Awards

Golden Hammer, 2014
INTERACTIVE MEDIA Branded content Gold

Credits & Description

How to become an Internet icon when hardly anyone knows you? To make you product a Runet meme!
Within a month the campaign managed to create a Basket culture on the RuNet with the help of memes and covered more than 10 million members of the target audience
About the campaign
Category: Food
Client : YUM! Brands Russia (KFC Russia)
Product: Basket - juicy and spicy chicken wings
Goal:
To raise awareness about the product among the young audiences in Russia.
Problem:
Four of the five young people knew nothing about the product.
Solution:
To create a Basket culture on RuNet with the help of memes
To tell the young about the product in their language, making it a part of the RuNet culture. So it was decided to launch a viral and, to be more precise, the first meme campaign in Russia.
Result:
Within a month we reached more than 10 million members of the target
audience. The number of young people who tried KFC's Basket after the
campaign has grown by 50 %.
Client: Yum Brands
Peter Rozanski, Director of Marketing and Advertising
Sergei Proshakov Manager for Interactive Marketing
Tatiana Nazina, Brand Manager
MDK
Roberto Panchvidze, creative director
Dmitry Aladyshev, creative, concept
Oleg Feduschak, account manager
Ekaterina Sergeeva, SMM-strategist
HUNGRY BOYS
Vladilen Sitnikov, creative director
Konstantin Kupriyanov, creative group head
Liubov Chubataya, account manager