“We have a great possibility to develop more present day relevance and more modern-day engagement with modern people and youthful fashionable singles,” Chevez reported. “This is the next fantastic possibility for growth.”
Lessons from Nintendo
Chavez’s qualifications as a marketer with Nintendo of America—where he was senior VP of revenue, advertising and marketing and interaction in advance of departing for KFC—informs his focus on young consumers and the strategies KFC will go about attracting them. At Nintendo, Chavez led internet marketing of its groundbreaking Nintendo Change console, whose appeal was in its versatility with different players, he explained.
“What we did at Nintendo about the previous seven to 10 yrs was unlock desire for modern-day online video online games for modern day households it was not about heading toe-to-toe with Microsoft and Sony,” Chavez mentioned. “And more than time, we created relationships with these people by means of digital accounts and loyalty. We know KFC has a massive prospect there to unlock relationships with households who like KFC by electronic media and loyalty.”
Despite the fact that KFC in excess of the final year unveiled a new application and internet site enabling for new conveniences like much easier on the net ordering, it is still in the process of developing a formal loyalty software. Chavez mentioned a lot more detail on that program is continue to to arrive.
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KFC’s world-wide identical-retail outlet gross sales grew by 11% in fiscal 2021 and by 7% in the U.S. In the most a short while ago claimed fourth quarter, U.S. same-shop revenue increased by 4% and by 12% on a two-calendar year basis. The U.S. is KFC’s next-greatest market place, accounting for 17% of its complete gross sales. Its U.S. fourth-quarter performance was sparked by enhanced gross sales of its rooster sandwich, which now accounts for 9% of its product sales blend, up from 1% in 2020’s fourth quarter.
About one particular-third of KFC’s new ads will function the chicken sandwich.
KFC is a division of Yum brands, which also controls the Taco Bell, Pizza Hut and Habit Burger manufacturers.
Chavez declined to specify what KFC was paying powering the new campaign but mentioned the outlay would be “significantly higher” on a quarter-to-quarter foundation than it was a year back. The campaign is developed to get to concentrate on prospects “in the spots and areas that are most pertinent to them,” he stated, so that means more quality digital online video like Hulu and Peacock and what Chavez called “top-tier” programming which includes the NBA playoffs, “American Idol” and in “hyper-targeted” programmatic digital media led by Spark Foundry.
“What we want folks to imagine and really feel just after observing this marketing campaign is that ‘KFC is for me, It’s for us. Let’s get KFC tonight,’” he mentioned. “We’ll be monitoring brand name relevance throughout a number of demographics. Secondarily, we’ll be hunting all of the normal measures—breakthrough, likeability, persuasion, attention—but the large one is, is the brand name ever more relevant for me and my loved ones?”
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