Winners & Shortlists

KFC BUCKET

TitleKFC BUCKET
BrandYUM! BRANDS
Product/ServiceKFC BUCKET
Category F03. USE OF CO-CREATION & USER GENERATED CONTENT
Entrant Company HUNGRY BOYS Moscow, RUSSIA
Advertising Agency HUNGRY BOYS Moscow, RUSSIA
Credits
Name Company Position
Vladilen Sitnikov Hungry Boys Creative Director
Liubov Chubataya Hungry Boys Account Director
Konstantin Kupriyanov Hungry Boys Creative Group Head

Creative Execution

Execution The insight was "when I have fun with my friends, everything we do should be fun". We positioned KFC basket as a fun way to eat chicken. We engage young people using their own language and launched the first meme campaign in Russia.

Results Within a month we reached more than 10 million members of the target audience. The number of young people who tried KFC's Basket after the campaign has grown by 50 %.

While in America and Europe KFC Basket is already a part of internet culture, in Russia people were still unaware of it. So we re-invented the "Baskethead" meme, using Russian reality. We used the power of crowdsource creative from one of the biggest internet youth community in Russia: MDK (similar to 9gag). Within four weeks, KFC basket became a new Russian meme.