| Title | KFC SAUCEPHOBIC POLO |
| Brand | KFC RESTAURANTS SPAIN S.L. |
| Product/Service | KENTUCKY DIP / #POLLOPOLLO |
| Category |
B02. Promotional Item Design |
|
Entrant
|
PS21 Madrid, SPAIN
|
|
Idea Creation
|
PS21 Madrid, SPAIN
|
|
Production
|
PS21 Madrid, SPAIN
|
Credits
| Agustín Vivancos |
PS21 |
CEO & Founder |
| Beatriz Arce |
PS21 |
Head of Business Development |
| Victor Blanco |
PS21 |
Executive Creative Director |
| Myriam López |
PS21 |
Creative Director |
| Jose Carlos Luna |
PS21 |
Creative |
| Marta Hernández |
PS21 |
Creative |
| Sergio Hernández |
PS21 |
Associate Account Director |
| Arael Arias |
PS21 |
Project Manager |
| Javier Mirones |
PS21 |
Project Manager |
| Carla de Alfonso |
PS21 |
Associate Project Manager |
| Sergio García |
PS21 |
Strategy Director |
| Lucas de la Rúa |
PS21 |
Executive Producer |
| Michel de Larroque |
PS21 |
Associate Producer |
| Jacobo Pérez |
PS21 |
Creative Innovation Director |
| Pilar Guerrero |
PS21 |
Design Director |
| Pedro Martínez |
PS21 |
Photographer |
| Pablo Córdoba |
PS21 |
Editor & Motion Graphics Artist |
| Rodrigo Blázquez |
PS21 |
Senior Digital Strategist |
| Violeta Ripa |
PS21 |
Content Manager |
| Rebeca Queimaliños |
PS21 |
PR and Communications Manager |
Background
KFC needed to differentiate itself from its competitors. To achieve this, the brand was aware that It should continue working in the territory of quality, but not only through product and communication. It needed to find an innovative way of doing it by putting people in the middle.
The process focused on "Kentucky Dip", a new product innovation of the company that consisted of a bucket of boneless chicken pieces and different "dipper" sauces.
What started as a national launch campaign (€50,000) of Kentucky Dip, ended up being a Product Design and Experience Transformation project that fell in the company's external and internal public, becoming an icon of the brand and a beta project of new uniforms for employees of KFC franchises.
Describe the creative idea
From the launch of the product innovation "Kentucky Dip", the consulting firm and the restaurant chain of Kentucky thought about how to improve the experience with customers and we finally came up with the design of a polo that repels stains. A cloth that slips, literally and metaphorically, the exquisite sauces designed from the headquarters of the firm.
Initially the project was oriented towards the KFC users through the Social Media, using actors from similar targets to those of the brand (including TheGrefg, a famous Youtuber related to the brand), but due to the great response also on the internal publics, the possible implementation as uniforms for the workers has been proposed.
Describe the execution
For the campaign we had to create a whole ad hoc visual imaginary from scratch , adapting the codes of the brand to turn the piece into an innovative and fashion product.
We made the PoloPolo in white, helping us to show how the stains disappear from the cloth and making the garment have no gender.
At a visual level we captured the KFC brand in two ways: creating a chicken thigh as an icon for the project and for the design of the Polo Polo, and a subtle label on one side with the brand's symbol.
From here we have built the entire campaign imaginary working the codes of fashion in an elegant and distinctive way. Everything had to flow: the idea, the KFC brand, lifestyle models, the web and even the creators of the technology.
List the results
From a campaign, a priori focused on the launch of a product, it achieved levels of reach and positive engagement above expectations. The PoloPolo was recognized by the digital community as a desirable element, which provided a differential value and very attractive use.
Comments in social media, reached a positive sentiment level of 98%, and a level of interaction superior to the rest of the launches of the year.
In addition to all this, more than 18 million impressions and a reach of more than 4 million were obtained.