“They taste like wet cardboard“, “They are stale“, either “more frozen than Antarctica“, are some of the comments that KFC claims to have received from consumers about their chips. Now, with the aim of resolving this dissatisfaction, it has renewed the recipe and has communicated it with a campaign that, precisely, is based on the criticism garnered.
The goal of the fried chicken brand is compensate users for all the fries that they consider not to have met sufficient quality. Therefore, following an idea developed by the creative agency PS21has chosen to do an exercise in self-criticism and apologize. The campaign receives the title “Fries Compensation.”
It has compensated app users with the amount equivalent to what they have historically consumed
Thus, in the first phase of the campaign, KFC sent an email to consumers registered in the application officially apologizing and offering a compensation equivalent to the fries they have historically ordered through the app.
This communication included the calculated amount, a compensation code to collect the product, and the following message: “Finally we have new potatoes. Now they are good. To compensate you for the old ones (which were not so good) we have calculated how many potatoes you have consumed since your first order and we want to give you the same amount, but of the new ones”.
Some users have shared the way in which they came to collect the chips. Shopping carts, motorcycle trunks or even signaling cones are some of the peculiar objects that have served as containers for the occasion.
But with the intention of communicating the new recipe to all consumers, in a second phase of the campaign KFC has decided give away 17 tons of French friese for free through all its restaurants in Spain. The action will take place on Friday, January 24 and users who wish to get the product must go to the KFC application and use the promotional code “nuevaspatatas”.
To communicate this, digital creatives have been activated, as well as outdoor advertising that are being executed in the spaces of the Príncipe Pío interchange, in Madrid. The pieces illustrate some of the harshest criticism that KFC has received regarding its potatoes through social networks. The intention, as the agency explains in a statement, is to convey the brand’s sense of humor and connect with the public honestly.
The campaign is disseminated with a multichannel strategy, devised by the media agency Sand. Combine outdoor advertising formats, such as vinyl, billboards, mupis and posters; materials at points of sale, digital activations on social networks and web banners, personalized actions through the KFC app and a prominent presence on other channels, such as radio and the screens at the Santiago Bernabéu stadium.
The new recipe consists of natural cut, crunchy texture, and among the ingredients it has herbs and spices such as pepper, paprika, thyme, bay leaf, rosemary and oregano.
