Before launching La Batalla de los Pollos, its main product the Kentucky Chicken Sandwich was facing low sales results and also a low perception of the product attributes on the social media conversation.

This product had previous to the campaign a pre-launch phase focused on the flavor and the attributes, at this phase the brand's sales KPI was 15% under the goal and the conversational sentiment about the product showed a lack of knowledge that derived from complaints and doubts increment (negative sentiment of 18%, positive sentiment of 66% and neutral sentiment of 17%).

One of KFC's objectives was creating a stronger link with the younger segment of their consumers, Gen Z (18 - 24 years old) and the brand decided to start building it, offering them options of accessible fast food that were according to their interests and needs, such as the Kentucky Chicken Sandwich.

To honor the best and the original fried chicken Sandwich KFC Mexico decided to launch a tribute campaign along with the freestyle Greatest of all times: Mau Hernández "Aczino" and this way connect with Gen Z through one of their passion points, their taste in music and their nearness with the freestyle rap battles. This combination of music and pop culture in a brand campaign would trigger in the Gen Z users a digital movement that unchained user-generated content about KFC and its collaboration.

The new Kentucky Chicken Sandwich was facing two problems, the first at the sales level (15% under the brand's KPI), and a negative brand perception in the digital conversation (66% positive sentiment down).

The strategy attends to two key needs: to create a relevant campaign for Gen Z and launch the most important and innovative product of the year. And last but not least the need of increasing the penetration of this audience through social media interactions and cultural relevance.

We found out that Mexican Gen Z is a deep fan of rap culture (part of the top 3 music genres). So the solution was to put this passion point in the center of the campaign. The result was a campaign that connected the brand with the audience's interests and that unchained an empowerment and self-expression platform for the users at any KFC restaurant linked to promotion.

La Batalla de los Pollos presented the best and original fried chicken sandwich with a promotional dynamic that increased product sales (25% above the brand's KPI) and unchained a social trend.

KCF and Aczino asked Gen Z to go to restaurants and drive-thru to order their chicken sandwich in a rap rhyme and rhythm to get a 30% off. This single call to action brought 194K interactions, user-generated content, and visits to the restaurant, just linking the promo with a user passion point.

We launched an original song written by Aczino and a video clip just 3 days before the promo activation. The digital experience aimed to build purchase consideration and positive sentiment, offering Kentucky Chicken Sandwich as the most original option for the complaints about the competitive set products. By the way, we also write rap rhymes for these complaints that we found on Twitter.

Increasing sales 25% above the brand's KPI

4,9MM organic reach across platforms

194,1K organic interaction across platforms

94% positive sentiment at digital conversation

Engagement rate 3,9% (+1.7 points above brand's historic)

82% more reach than other brand campaigns

10x more comments

1,8K daily messages with UGC

3x more shareability

Amplification of 5MM with organic followers

+$415MM (MXN) of Earned Media Value

30% more than the monthly average brand mentions

84% of Gen Z participation

Trending topic for the first 3 days

106MM TikTok views

5,3K brand mentions with UGC at TikTok

+132% new TikTok followers during the campaign (2,6K)

No. 4 at Tiktok trend list (for 3 days)