Kentucky Fried Chicken (KFC) Digital, Case study Tray Typer [video] by Serviceplan Munich

Tray Typer [video]

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Industry Fast food
Media Digital, Interactive & Mobile, Case study
Market Germany
Agency Serviceplan Munich
Director Katharina Ludwig
Executive Creative Director Markus Maczey, Christoph Everke Serviceplan
Copywriter Volker Heine
Account Supervisor Julia Meinetsberger
Released June 2015


Eurobest Awards, 2015
Mobile Craft: User experience Bronze Eurobest

Credits & Description

Client: Kentucky Fried Chicken (Great Britain), German Branch
Product: Tray Typer
Entrant: Serviceplan Munich, Germany
Title: Tray Typer
Product/Service: Tray Typer
Entrant Company: Serviceplan Munich, Germany
Advertising Agency: Serviceplan Munich, Germany
Advertising Agency 2: Plan.Net Munich, Germany
Chief Creative Officer: Alexander Schill (Serviceplan)
Executive Creative Director: Christoph Everke (Serviceplan)
Executive Creative Director: Markus Maczey (
Copywriter: Volker Heine (
Art Director/Graphic Design: Marko Savic (Serviceplan)
Art Director/Graphic Design/Illustrator: Christian Mittelmaier (
Account Supervisor: Julia Meinetsberger (Serviceplan)
Creative Producer/Editor Animation: Maximilian Janda (
Director: Katharina Ludwig (Freelancer)
DoP: Alexander Hackinger (Freelancer)
Innovation Manager: Per Poulsen (Serviceplan)
Creative Innovation Director: Franz Roeppischer (Serviceplan)
Creative Innovation Director: Lorenz Langgartner (Serviceplan)
Mobile URL:
Creative Execution
The Tray Typer was handed out with every order during the opening week of new KFC restaurants. Because more than 90% of the today used smartphones are equipped with Bluetooth no additional app or software was needed. Once connected, the Tray Typer gives the user almost full control over her/his smartphone and easy access to any of her/his favorite communication channels and platforms.
A total of 1,000 Tray Typers were handed out in three newly opened KFC restaurants and every single one of the smart paper trays was taken home. In addition geo-located social media discussions increased during the campaign period.
KFC kept its promise of fingerlickin’ good food that is made for sharing – especially among the fiercely contested target audience of young digital natives.
When there is a new KFC restaurant in town, the best advertising is word of mouth and the best impressions are shared when they are fresh. But since KFC’s food is fingerlickin’ good the customers don’t want to leave a greasy fingerprint on their smartphones. We solve this problem with the Tray Typer, a simple, useful and smart tool that is integrated right in the heart of the KFC experience and gives hands-free access to any Bluetooth-enabled mobile device.