KFC is one of the most well-known brands on the planet, right? Well, not really in most of Africa.  There are 26 900 stores worldwide. Our markets averaged 16 stores per country. Some as few as 3.

We were tasked with making KFC more relevant to the Continent’s youth in an authentic way. But how do you create compelling communication that speaks to several separate markets, each with their own languages and cultures?

We’d require an integrated campaign with hundreds of assets, to encourage sales of promotional KFC bucket and box meals with a refreshed design system, supported by TV, radio, online content, social, OOH, on-premises signage, internal comms and more.

To really appeal to the youth of Africa, we collaborated with NBA basketball - which has 108 million fans across the Continent, and fan numbers doubling in the last decade.

Our creative executions leveraged this incredible passion for the game while refreshing our KFC brand assets and meals. 

To be true to our multiple markets, we cast real street ballers from across Africa.

Our TVC brought alive the excitement of the NBA, while including subtle product placement throughout to deliver retail without looking retail. Dialogue was to be avoided to appeal to multiple countries. So we spoke to our pan-African audience in one language… authentic street. Clearly announcing our collab and payoff, ‘Now We Balling’.

This rolled out into an extensive integrated campaign with over 400 assets. Including radio, online content, social, OOH, on-premises signage, new packaging, illustration, animation, branded merchandise, internal comms, NBA player endorsements and more. 

KFC is one of the most well-known brands on the planet. But not as well-known in most of Africa.  There are 26 900 stores worldwide. Our markets averaged 16 stores per country. Some as few as 3. Our markets included Kenya, Tanzania, Botswana, Namibia and Côte d'Ivoire.

We were tasked with making KFC more relevant to the continent’s youth market in an authentic way. So we leveraged the 108 million NBA basketball fans across the continent (with their fan numbers doubling in the last decade).

We required an extensive in-store design system that reflected the re-packaging applied to promotional KFC bucket and box meals created for the collaboration, to be supported by TV, radio, online content, social, OOH, animation, NBA player endorsement and more.

The campaign ran from 10 October until 7 November 2022. In Kenya, Botswana, Namibia and Côte d'Ivoire.

TVCs flighted on the most popular entertainment and sports channels across our markets. With a total of 1637 TVC spots flighted during the campaign. And 732 radio spots flighted across our same territories.

Our extensive in-store design system - that reflected the re-packaging applied to promotional KFC bucket and box meals - was implemented in KFC outlets in Kenya, Botswana, Namibia and Côte d'Ivoire. And supported by online content, social, OOH, animation, NBA player endorsement and more.

The campaign lead to a 13% increase in KFC box meal sales over their Streetwise 2 and 3 counterparts. As well as creating $4 million dollars’ worth of PR.

And a 20% increase in average SSSG (Same-Store Sales Growth), meaning that there was a 20% increase in revenue generated by our existing outlets when compared to the identical period the previous year.

A win-win for our Dream Team collab.