CLIENT
KFC
Kathy Zhuge, 企划总监
Maggie Chen, 企划资深总监
Steven Li, 首席营销官
Tony Li, 企划经理
AGENCY
Chloe Gao, 客户总监
Jenny Gao, VP Strategy,Brand
Joe Wu, 创意群总监
Juan Zhang, 创意总监
Lara Li, 创意组长
Xudong Cheng, Associate Planning Director
SUMMARY
The KFC fried chicken taco was launched in 2017 to test the market, while the sales and volume did not reach the expectation. In May of 2019, the product came back and landed nationwide.
Youth Marketing Opportunity: The 100th Anniversary of the Youth Day.
Youth Spiritual Insight: Young people of the age, eat Taco, do not bow.
Young leader endorsement: Karry Wang, the national ambassador of the Youth Day.
Youth Communication Strategy: Integrate the media touch points that young people are keen on to let taco spirit penetrate youth life.
We launched the integrated youth marketing successfully and achieved the "three-in-one" of "sales, volume, and energy."
As a result, the sales and volume were out performance of the market, which inspired the massive taco youth to show their attitude of “never to bow”. Especially, “Taco Youth” is certified as the youth of the times by the party media – GMW.CN.
