Filipino customers love KFC gravy so much that it is not uncommon to see them pouringgravy on their plate for their chicken and rice to swim in. This apparent craze over gravysparked the idea for KFC’s unlimited gravy offer. All KFC dining areas were then fitted with gravy stations so customers can enjoy it as much as they want.

Over time, competitors followed suit. KFC, being the pioneer, felt there is a need to own unlimited gravy which ultimately, will also help cement their equity on having the best-tasting chicken and gravy combination.

At the time of this campaign, KFC witnessed a growth in Chicken BUMO through the Brands Performance Quarter on Quarter study conducted by TNS. From a score of 8 in Q4 of 2014 and 10 in Q1 of the same quarter last year, Chicken BUMO ratings have increased to 12 in Q1 of 2015 – a 50% increase from Q4 2014 and 20% increase from the same quarter last year.

Moreover, based on the same study, this increase in Chicken BUMO scores can be attributed to an increase in usage among core target market of KFC, the young adults. From a score of 4 in Q4 of 2014 and 5 in Q1 of the same quarter last year, ratings have significantly grown to 21 in Q1 of 2015.