To Thais, there was no association between KFC and breakfast in their mind. The typical launch could fall into ‘just another chicken menu just to eat in the morning’. Therefore, KFC breakfast launch’s challenge is how to excite people and make breakfast at KFC more interesting.

Our key objectives were;

To impactfully launch breakfast by increasing 15% in top of mind brand and increasing in the willingness to recommend to other by at least 10%

Because only 25 branches of KFC which open in the morning, the communication can’t shout in the mass media such as commercial in television or radio.

The outdoor posters together with in-store decoration were implemented to focus on 1-to-1 communication to ensure that the message was conveyed in the right place, time and person and creating the impact by generating a story like in television commercial under the essence of 'so good'.

Just print media that were decorated in 25 branches, we can increase top of mind brand by 35%, comparing to before campaign launch and the return on investment is 1:8

Moreover, the data from 3rd research party also showed an improvement of brand image by increasing the score on the key attribute “Brand I would like to recommend to others” by 22%, “Brand always has something new and interesting to try” by 17%, and “It’s a brand for people like me” by 17%, comparing to before campaign launch.