“We have a excellent chance to develop extra present day relevance and a lot more modern-day engagement with modern family members and youthful modern singles,” Chevez mentioned. “This is the subsequent great option for growth.”
Classes from Nintendo
Chavez’s history as a marketer with Nintendo of America—where he was senior VP of gross sales, advertising and marketing and communication right before departing for KFC—informs his concentration on youthful shoppers and the methods KFC will go about attracting them. At Nintendo, Chavez led marketing and advertising of its innovative Nintendo Switch console, whose attraction was in its versatility with various players, he stated.
“What we did at Nintendo above the very last seven to 10 decades was unlock demand from customers for present day video online games for fashionable family members it was not about likely toe-to-toe with Microsoft and Sony,” Chavez claimed. “And more than time, we constructed relationships with those families through digital accounts and loyalty. We know KFC has a huge possibility there to unlock relationships with families who adore KFC via electronic media and loyalty.”
While KFC over the very last yr unveiled a new app and website allowing for for new conveniences like simpler on-line purchasing, it is even now in the process of acquiring a formal loyalty software. Chavez explained more detail on that software is nevertheless to arrive.
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KFC’s world wide same-keep sales grew by 11% in fiscal 2021 and by 7% in the U.S. In the most lately documented fourth quarter, U.S. exact-retail store product sales increased by 4% and by 12% on a two-year basis. The U.S. is KFC’s second-major market, accounting for 17% of its full profits. Its U.S. fourth-quarter overall performance was sparked by improved gross sales of its hen sandwich, which now accounts for 9% of its revenue mix, up from 1% in 2020’s fourth quarter.
About one particular-3rd of KFC’s new adverts will characteristic the rooster sandwich.
KFC is a division of Yum manufacturers, which also controls the Taco Bell, Pizza Hut and Routine Burger brand names.
Chavez declined to specify what KFC was expending at the rear of the new marketing campaign but claimed the outlay would be “significantly higher” on a quarter-to-quarter foundation than it was a year ago. The campaign is built to arrive at target consumers “in the places and areas that are most appropriate to them,” he claimed, so that usually means extra premium digital online video like Hulu and Peacock and what Chavez called “top-tier” programming which include the NBA playoffs, “American Idol” and in “hyper-targeted” programmatic electronic media led by Spark Foundry.
“What we want men and women to consider and come to feel right after viewing this campaign is that ‘KFC is for me, It is for us. Let’s get KFC tonight,’” he claimed. “We’ll be monitoring model relevance throughout a number of demographics. Secondarily, we’ll be seeking all of the common measures—breakthrough, likeability, persuasion, attention—but the large one particular is, is the brand name ever more applicable for me and my household?”
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