Advertising Principle
Client：KFC Delivery
Background
KFC is the world's second largest fast food chain and the largest chicken restaurant (in terms of sales). This is the successful brand of the parent
company YUM! brand. KFC's fried chicken recipe has been around for more than 75 years since its introduction. Because of the good finger licking
sensation, it can satisfy the customer's taste! !KFC also has more than 750,000 employees and provides customers with fresh and delicious fried
chicken in nearly 18,000 restaurants in more than 120 countries. KFC has been using demographic information to segment the service market based
on user needs. Therefore, in recent years, the delivery service of the food industry has been increasing. KFC is certainly no exception, but KFC has
always been in a relatively low position in terms of distribution. Therefore, in this advertisement, KFC must inform all customers that KFC has a
delivery service, and to make customers have a certain degree of confidence in KFC's delivery service.
KFC is the world's second largest fast food chain and the largest chicken restaurant (in terms of sales). This is the successful brand of the parent
company YUM! brand. KFC's fried chicken recipe has been around for more than 75 years since its introduction. Because of the good finger licking
sensation, it can satisfy the customer's taste! !KFC also has more than 750,000 employees and provides customers with fresh and delicious fried
chicken in nearly 18,000 restaurants in more than 120 countries. KFC has been using demographic information to segment the service market based
on user needs. Therefore, in recent years, the delivery service of the food industry has been increasing. KFC is certainly no exception, but KFC has
always been in a relatively low position in terms of distribution. Therefore, in this advertisement, KFC must inform all customers that KFC has a
delivery service, and to make customers have a certain degree of confidence in KFC's delivery service.
Problem
The main reason why customers do not support delivery today is because the delivery time is unstable, so customers cannot enjoy the food during
the best tasting time. There are also most customers because they live far from the city center, so most of the delivery services They were unable to
deliver food to their homes.
Insight
Most people now rely on delivery apps to order food. Some people are lazy to go out to buy because they live too far from the city center, but only a
small number of restaurants are willing to deliver to areas far away. So this time KFC hopes to solve the reason why food cannot be delivered due to
distance.
small number of restaurants are willing to deliver to areas far away. So this time KFC hopes to solve the reason why food cannot be delivered due to
distance.
Solution
KFC has updated their distribution system in various aspects this time, such as GPS, and they have also increased the number of distribution staff.
More importantly, they have more clearly and comprehensively planned the areas where KFC is responsible. In this way, even in remote areas, all
orders can be delivered to customers within a certain period of time.
Print Advertisement
I used a variety of games to make the theme of this advertisement, but all the games express that various difficulties will be encountered from the start to the end. Therefore, this campaign of advertisements will express that even if kfc delivery encounters many difficulties, it still guarantees the delivery of fresh food to customers.So my headline uses ‘Freshness Guarantee, No Matter Where You Are’.
Geurilla Marketing
Digital Marketing
The first advertisement on this page has a headline and a representative maze in the advertisement.
Therefore, even if consumers do not click into the advertisement, they will still clearly know what this campaign of advertisements want to express.
I also put the word'try now' on the advertisement of the maze to attract consumers' curiosity.
When the consumer press the word ‘try now’, a bucket with full of fried chicken will fly in from the right side of the page. At this time, consumers will be more aware that the original advertisement intended to delivery.
Finally, a small text will run out to express the scene of kfc delivery when it arrives infront of your door and the text imitates the delivery sound too, so that consumers have a better sense of substitution.
Presentation board
