Even though they had their own QSR mascot, KFC still relied heavily on borrowed-interest promotions and partners to attract consumers and compete in the promotional maelstrom. Additionally, KFC challenged their mascot, Chicky, to work equally well globally in markets ranging from where he had a strong heritage to ones where he was being introduced.
Using our character calibration tools we re-fashioned Chicky, giving him a new role and new relevance to kids. We created a range of premiums as well as a slew of new spots to highlight his new connection to kids and KFC.
Our process worked. With the launch of Geppetto’s global Chicky campaign, KFC was able to wean themselves off of costly entertainment-based promotions. The Chicky-based premiums far outperformed the hot entertainment licenses of the previous 4 years, with some regions doubling sales of the previous best and many regions selling out of all premiums.