Because people are usually torn between waking up to a good breakfast and spending more time in bed, KFC came up with a launch campaign that would allow them to enjoy both—KFC served breakfast in bed. With every breakfast purchase, selected KFC stores allowed people to dine in the comfort of full-sized bed. For two weeks, couples, families and celebrities joined in on the event.

Store transactions doubled. Breakfast time sales increased by 102%. The campaign generated millions of pesos of free media coverage from the biggest networks.

In less than an hour, photos from the event got thousands of Facebook likes and comments, ultimately reaching 1.5 million users, gaining 5.5 million impressions and 15% more fans for KFC.