Myanmar · Brand & Creative Communications
KFC: Sharing Is KFC
After misunderstandings about its brand values during Myanmar's political crisis, KFC asked Ruder Finn Era to rebuild consumer affinity around its seventh anniversary. The Sharing Is KFC campaign reframed the anniversary as a celebration of shared experiences with consumers and employees, and its social content reached more than 1.7 million video views.
The challenge
KFC's seventh year in Myanmar arrived at a difficult moment. During the period of political upheaval, a series of incidents had led some consumers to misread the brand's values and intentions, and goodwill built over years was at risk.
An ordinary anniversary promotion would not repair that. KFC needed to regain affinity with consumers, and ideally come out of the anniversary with stronger brand value than before.
Our solution
Ruder Finn Era proposed a single big idea, Sharing Is KFC, that gave the anniversary meaning beyond discounts. The strategic thought was simple: people should come away from any KFC experience feeling fulfilled and excited, the same emotions they associate with memorable moments shared with loved ones.
The campaign expressed KFC's commitment to Myanmar as a brand that shares experiences through every step of people's lives, including its own employees, and was delivered through social media content, marketing communications and an anniversary awareness push that invited fans to take part.
The results
- Client
- KFC
- Market
- Myanmar
- Practice
- Brand & Creative Communications
- Services
- Integrated Brand and Creative
- Sector
- Food and beverage
- Engagement
- Project
