Good price, bad rhyme.

KFC It is carrying out a new promotion of its Megabox product, which includes five articles of its menu -Hamburger, chicken strip, complement, drink and ice cream- for five euros. A number of elements that has allowed it to articulate the entire campaign around the popular and usual rhyme on the figure and, with it, continue to build its brand around humor, entertainment and surprise factor.

By the hand of the creative agency PS21 has launched a series of spots, made with the producer Petra Garmonin which it shows consumers going to the brand’s restaurants and requesting the product, but spending jokes to the dependents at the expense of the number that focuses the promotion.

The campaign, active since last week, has captured the attention of the public and also from the advertising sector of our country. The different pieces have been made viral In social networks, with spontaneous publications that exceed 360,000 likes and 114,000 times shared. On the brand YouTube channel some spots exceed 250,000 views.

“I take off my hat“,”It had to be done” either “I love“They are comments that industry professionals have repeated and that are repeated among the responses to the publications that the agency and other professionals who have wanted to share the campaign have made. It is entitled “Pov”, of the English “Point of View” (in Spanish, point of view).

Many applaud creativity and ensure that it demonstrates courage by the brand when taking a Risk regarding the form and tone of the message. And it is that KFC has defined these years by its daring and its ability to connect with the consumer through humor, two aspects that it manages to emphasize now, while throwing a message with deep tactical character and focus on the product.

It should be noted that this is one of the few occasions in which a product campaign, in which a price-off is also communicated, generates notoriety and also brand recognition. This shows that creativity is not only associated with courage, but also to the Business Intelligence.

“It is appreciated that a brand with lightness, humor, with a certain American essence in that surrealist that shows the spot, has taken a joke that was on the street and in a very well treated way it takes it to an announcement that is having a tremendous notoriety”, Says Kerman Romeo, Marketing Director of KFC Spain and Portugal, in statements to Reason.WHY.

For his part Victor Blanco, Creative Executive Director in PS21, explains that the creative concept is not complex, but seeks highlight the essence of promotion, which is to offer five products for five euros. “We wanted to communicate a simple, but powerful product, and connect with people. The key was to make the joke well done and give people somewhat in advertising”
Precisely, the creative considers that the harvested notoriety resides in the way the campaign manages the joke, Through acting, times, rhythms and audiovisual codes. “The intention was to be intelligent, and not stay in Zafio. It could have been somewhat grotesque, but it manages to connect without causing rejection”, Points to this medium.

The importance of planning

In addition to creativity, Media planning He is playing a prominent role in this campaign. By the hand of Average sand, The brand has activated the message on television, where it has opted for a continuity narrative during the advertising breaks executed in the broadcast of “Survivors”, one of the largest audience spaces currently in Telecincoalso taking advantage of the jocular game with the rhyme and the name of the chain.

The KFC campaign has been present in blocks of three ads, in which it has bought the first and third place, to connect the spots with each other. With this, as Kerman Romeo explains, it has been achieved Contribute value to the advertising pausebreak with the homogeneity of the cuts of ads and generate a surprise effect between the public, seeking differentiation.

“Many times in marketing teams you live in fear of risking and with many repeated mantras of what should be done”, Says Romeo.“Sometimes when you look at the fast food industry, very original and powerful actions are made, but then the spots are simply noise. For us to give value to each interaction and each contact point is fundamental”
From PS21 they claim to have worked very closely with medium sand to integrate media planning into the creative concept and, thus, achieve a reinforced impact.

As explained by the marketing director in KFC Spain, the strategy seeks to communicate the product -which is part of the chain menu for years -in a different way. Romeo ensures that the chosen way is more fun, irreverent and is found more linked to culture. Thus consider Open a new way of communicating for KFC on television.

The campaign is running on television, cinema, brand channels and social networks. In these, as usual, the brand is creating content Around the creative idea and playing with its community, relying on the concept of rhyme. For example, capitalizing the conversation about artificial intelligence tools has asked Grok, the AI, to generate the result of the sum of 3+2.

“In KFC we are obsessed for a long time that in each place we want to do things that people remember”, Explains Kerman Romeo to Reason.WHY. And in his conversation with this medium he has also highlighted that the Actions and Brand Construction Strategy Working over the last years, it is leading to both the brand and the business, are crossing a very positive moment of growth and notoriety.