It's no secret that our main competitors, McDonald's and Burger King, have been investing in chicken sandwiches on their menus. McChicken, McChicken Bacon, BK Chicken Crisp, and CBK are just a few examples. At the same time, it's also not a secret that the quality of their chicken is quite questionable, sometimes even becoming a topic in newspapers and documentaries worldwide. So, if they're so fond of chicken, it was time for KFC to showcase its tradition and quality. In other words, it was time to make the competition's sandwiches with better and real chicken, as well as cheaper.

Since the chicken from our competitors isn't all that great, our idea was to teach our customers to 'steal' their main chicken sandwiches and recreate them with the delicious, succulent, and authentic chicken from KFC.

So, if someone wanted a McChicken, we teach them to order a KFC Chicken Crunch and just take out the tomato. In the case of the BK Chicken Crispy, the person only needs to order a KFC Kentucky Chicken Deluxe without tomato and cheese. This same trick was used on other chicken sandwiches from our competitors.

Without investments in new menus or anything extravagant. Our strategy was simple: teach our customers to "steal" our competitors' chicken sandwiches, using our customization tools to create a new sandwich with better and cheaper chicken than the competitor's. As part of this strategy, we relied on influencers with a humorous profile for great engagement with our audience, Gen Z.

Our target audience was Generation Z. So, we looked into social media and sought out influencers who could engage and teach the customers how to be part of this movement for real chicken.

We selected some of the top influencer names in the category, creating a team that, spread this tastier way of customizing their favorite chicken sandwiches

Each of these influencers taught how to make a different sandwich combination on their profiles. As part of the execution strategy, the influencers' content was also broadcast on KFC's social media channels.

- 36M Impacts

- Over 800k interactions on social media

- Our Network Increased by 1359%

The initiative resulted in a new fanbase for the brand and a significant numbers of interactions. Additionally, there was organic content generated by people creating their own sandwiches.