Yum! China

何昕, 企划总监
张瑷辉, 企划经理
李波, 首席营销官
过晴, 企划副总监

Ogilvy Shanghai *Lead Agency

于佳玫, 策略
于红, 客户群总监
吴竞娅, 创意总监
邬恒明, 创意群总监
高筝, 策略副总裁

Western breakfast is only an occasional choice to Chinese consumers as it’s not familiar to them. Sales of KFC’s western breakfast thus has never been ideal, especially comparing to that of Chinese ones.
To promote a classic western breakfast — croissant, we leveraged our target audience’s tension reflected by a controversy 996.ICU. Sensing their struggle with overwhelming work, we brought back a typical hectic morning and repackaged croissant as their way of self-encouragement after all the busyness.
The iconic Bo-jack head and the cheeky tone helped us earn a great amount of attention. As a result, it not only boosted sales of croissant but also led to a great success of croissant&coffee combo — an unprecedented sales result among all western breakfast combos.