Brand Name:Kentucky Fried Chicken Industry Type:Food / Beverages
Work Required: TVC, Market Launch, Event Management, Marketing Strategy, Social Media Management, PR Services, Media Planning. Slogan: It’s finger lickin’ good
KFC Corporation, based in Louisville, Kentucky, is one of the few brands in America that can boast a rich, decades-long history of success and innovation. It all started with one cook, Colonel Harland Sanders, of course, who created a soon-to-be world-famous recipe more than 70 years ago, a list of secret herbs and spices scratched out on the back of the door to his kitchen. Now KFC is the world’s most popular chicken restaurant chain, specializing in that same Original Recipe®. There are more than 18,000 KFC outlets in 115 countries and territories around the world. The company is a subsidiary of Yum! Brands, a restaurant company that also owns the Pizza Hut and Taco Bell chains. KFC has opened on April, 2016 its first restaurant in Albania and this is for sure the first ever American Restaurant chain in the country.
Vatra was contacted at first to create a smart and creative communication and marketing strategy that serves better to the main purpose of the investment in the country. Related to this strategy the agency was challenged to develop ATL and BTL services to communicate to Albanian consumers that Kentucky Fried Chicken has now entered in the Albanian market, using the highest quality and technology to prepare their final product. From the organization of the grand opening, press conference, events and media articles, Vatra had to address all target groups and communicate that there is a new place for everyone to have a perfect meal mixed with an awesome experience.
Vatra proposed a detailed marketing plan to be implemented in the market gaps that were identified in the research phase. The campaign was to be executed using all available communication channels. Social media networks, the media closest to the product audience, direct contact with the consumers and good management where the mechanisms used to make the product evident for the public, accentuating quality and the experience of the company. Moreover communication bridges were built between the company and consumer, launching and strengthening the presence of the brand in the Albanian market.
“We sincerely endorse Vatra Design Consultancy for those who want to do things differently when it comes to advertising and design. They are both analytical and creative in their process and takes the time to genuinely understand the business that they are collaborating with. Vatra team operates as an extension of our marketing team and is extremely professional, responsive and easy to work with. Congratulations and Keep up the good work!”. - Ms. Gemma Barnett, Marketing Director at Kentucky Fried Chicken Albania.