This case started with a post on KFC’s Facebook fan page, which sparked the immediate reaction from a large number of Taiwanese KOLs and consumers, that escalated quickly to the entire social community and news media.

In 2022, Taiwan was hit hard by the Covid and supply chain challenge, KFC was suffering from insufficient liquid eggs for their hero product, egg tart. To reduce the dependency of single hero product and food material. KFC decided to diversify product portfolio using other material (custard) to a brand new premium dessert line, K-dessert, along with a new product, cranberry tart (no egg but custard inside).

Our given brief and task are to trigger and generate social community buzz to maximize exposure of this new product and get their desire to try this new product with limited new product launch budget.

Since its launch in 1998, KFC egg tarts are so popular and have been hailed as the "national dessert" by Taiwanese. Taiwanese even come out a nickname of “Egg Tart Shop” for KFC.

In May 2022, for the new eggless cranberry tart, we think it is totally a new product line. And given the status of KFC egg tart’s unique brand and cultural assets to take the plunge to come out the idea of “KFC decides to divorce with the egg tart.”

We found out that KFC is known as the "egg tart store that was stalled by fried chicken" on the internet. So, we decided to take advantage of its popularity and create a new cranberry tart launch buzz. The simple message “KFC decides to divorce with the egg tart” has successfully grabbed those egg tart fans’ attention and fear of losing it to arouse big social talkability among KOLs and social media platform.

We used this post as a leading teaser, and after successfully provoking huge attention on social platform and media, we immediately launched following -up posts to keep the social discussion momentum. And finally a TVC, a official social post and a launch press conference a week later to answer the question and launch the new product.

The first post organic reached 1.6M and total four posts reached 4.2M consumers

Over 50 media outlets reported on the event voluntarily

New cranberry tart sales achieved 120% of the target

Daily sales of egg tarts rose by 250%

The total KFC sales rose by 32%

Brand volume increased by 400%

Social media conversations rose by 95%

Organic comments on social media : 98,539 comments

Organic shares of social media post : 2,142 shares

The KFC egg tart plays a unique and important role in the hearts of Taiwanese consumers. People in the social media community call it the "national dessert" to express their love for it.