Using 18 behavioural principles we developed 90 different ways to say "$1 Chips"

These were shortlisted to 5 behavioural principals; namely, Reciprocity, Social Norming, Value Payoff, Loss Aversion and Anchoring.

Following this pre-test in social media, we took the most successful proposition, "maximum of 4 packets per person" – and made it the idea.

This ran in a Test Market in South Australia against the control ad that appeared nationally.

So, the disclaimer - Only four packets per person - became the claim.

What this did was change the conversation from “How much are they? To “How many can I buy?”

By applying anchoring to our campaign message, we changed the way people shopped value in our offer. Specifically, by making multiple chip purchase feel like the best way to get value, we looked to drive the volume of chips sold simply by making each KFC customer buy more. This behavior change was driven by the data amassed through testing in social media.

The Test market saw 56% increase in $1 Chips sales versus previous campaign period and an 87% increase in 4 x $1 Chips transactions in the test market versus 29% nationally.