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KFC
Chefburger

RAN IN: Russia

CLIENT
YUM! Restaurants International Russia and CIS

AGENCY
SUMMARY

If you're a KFC, how can you compete with Burger King and McDonalds in burger category? How can you gain most afluent to burger category 25-35 y.o.? The solution was to offer a FastFood stereotype crusher - a Chefburger. Imagine a burger made in FastFood but only when you order it -always fresh. Made from fresh chicken breast and signature breading with fresh ingredients and unique souce. In a quarter after launch we sold 7.2 milion Chefburgers and made it to No. 5 Burger in Russia in sales.

CASE VIDEO


Audience: Target Group 25-35 y.o. is a group of consumers familiarized with QSR Restaurant concept (they grew up with McDonalds) and it's key products - burgers.  

Objectives: Main task: Increase penetration in age group 25-35 y.o. by offering relevant and distinctive in category burger. Secondary task: Grow shares (VMS) in burger category and get into TOP 10 best selling burgers rating in Russia. Evaluation: Romir Household Panel Q3/2017  

Type: B2C

Language: English, Russian