Eurobest

KFC IKEA

PS21, Madrid / KFC / 2021

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Overview

Entries

Credits

Overview

Background

KFC newest restaurant in Majorca was located in a newly developed area with unknown street names and nomenclature. The only reference point was the nearby IKEA.

We needed a directional billboard to drive traffic into our restaurant.

Idea

We planted a billboard and disguised our brand into an IKEA billboard by borrowing the Swedish brand visual cues in order to make the signage simpler, notorious, and more memorable.

Strategy

We relied on the local insight that small business located neaby an IKEA use it as a reference point when describing their address Eg: (1473 Oak ST, 500 mts next to IKEA)

Execution

We redesigned our logo and borrowed IKEA's yellow and blue isotype along with a copy "YOU KNOW WHERE TO FIND US" and planted a directional billboard on Majorca's main highway.

Outcome

+23% in sales after launch

Sales records two weeks in a row

1.6 Millon Media impressions

78K Interactions

200% increase KFC searches in Majorca

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2023, KFC

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