KFC launched something different to its menu in the Quad Wrap - non-messy and easy to eat on the go.

A product as unique as this required different thinking for its communications campaign. We understood that to get a result we had never had, we had to do something we had never done.

To target youth audiences, we ditched TV for the first time and launched a digitally-led, influencer driven campaign anchored in user engagement and highly addictive, humorous content.

No TV. No radio. No print. No conventional marketing approaches. Our approach to media was to instigate a process that would be picked up and carried out by our audience, giving them the opportunity to drive the campaign forward and in doing so prove our product’s proposition: that this really was a sandwich meant for people on the go.

Influencers Mohammed and Abdallah entered a KFC store and ordered the new Quad Wrap. While Abdallah wants to eat at the restaurant, Mohammad coaxes to have it in the car as it’s meant to be eaten on the go.

Deeming their regular car unfit for such a challenge, the twins invite fans to to customize their car for the race track and settle the argument, with the incentive of winning the souped up car.

Facebook & Instagram posts requested upgrades to the car; each post needing a minimum interaction quota to install the upgrades.

The customised, car was returned to the track but lost again. The Quad Wrap had wrapped up the argument and proved that it was to be enjoyed on the go.

Two influencers and one strong story was it took to create a campaign that was far from conventional but fantastically focussed on content and consumer engagement.