It's # Good - KFC's Global Response to the 2020 Pandemic Tori Carter Senior Manager, Public Relations + Brand Creative

It’s ##### ##### Good.
KFC’s Global Response to the 2020 Pandemic

                    Tori Carter
  Senior Manager, Public Relations + Brand Creative

FIRST PRIORITY- CRISIS RESPONSE

THE CHALLENGE:
                      MOVE FROM CRISIS RESPONSE TO BRAND RESPONSE

                                                              2 types of conversations
Degree of spread

                              Crisis response:                                                Brand response:
                                                    Stage two: Peak
                                 Key operationalStabilising
                                                 facts      and Managing    An unmistakably KFC point of view on our current situation.
                             delivered in a way that still                      Now is theStage
                                                                                           timethree:
                                                                                                 to bring  our brand purpose to life.
                                                                                                      Recovery
                                   sounds like KFC.                                   Hesitation and Cautious Optimism

                             Led by rational awareness.                                     Led by emotional engagement.
                   Stage one: Outbreak                                                                                     Stage four: Reset
                     Fear & Confusion                                                                                    Growth and Grounding

                    MAR             APR         MAY          JUN           JUL        AUG            SEP           OCT     NOV          DEC

©2020 KFCC. Proprietary & Confidential Information. Do Not Copy or Distribute   5

PLAY VIDEO #1

                ©2020 KFCC. Proprietary & Confidential Information. Do Not Copy or Distribute   6

THE EARNED STRATEGY
    LAUNCH A GLOBAL EARNED CAMPAIGN THAT FOCUSES ON THE REASON KFC IS
      STILL SO FINGER LICKIN’ GOOD (EVEN IF YOU CAN’T) TO DRIVE CRAVE AND
                       EXCITEMENT FOR A SUSTAINED PERIOD

                                                                                        Continue to surprise and delight by
  Ensure announcement leads with the        Sustain the buzz and extend media pick   reminding consumers why KFC was FLG
 what and the why, whilst leaning into      up by quickly engaging consumers with     in the first place dependent on market
the crave and staying tongue in cheek. If     a CTA that focuses on CRAVE - what                     and budget.
    you have to lick, we won’t judge.        should the temporary KFC slogan be?

MAKING THE CAMPAIGN FAMOUS
        THE WHAT                     WHAT ARE WE ASKING PEOPLE                        ENGAGEMENT &
       AND THE WHY                            TO DO?                                  CONVERSATION

WHAT? Our infamous slogan is going
                                         Not a lot! This isn’t a health and
           on a hiatus                                                           Post announcement, quickly answer
                                       safety campaign and people can still
                                        lick their fingers if their hands are     the question on everyone’s lips to
                                        clean. We are dropping our slogan        continue momentum and lean into
 WHY? We’re being self aware of a
                                        temporarily as it feels a bit “off”...               THE CRAVE
 unified global moment in our KFC
                                               but it will come back
                way

                           ANNOUNCE                                                       SUSTAIN

GLOBAL RESULTS

                                               647 pieces of
                        Total readership of
    2,511                                       social content
pieces of coverage      1.9 Billion               reaching
                                                  450m

                                                 Coverage was

 339 pieces of          1,942 pieces of        analyzed as being

coverage embedded
                       coverage used one or       33%
                          more campaign
   the ad video
                             images           Positive & 52%
                                                   Neutral

SOCIAL SNAPSHOT

   13.8k Twitter mentions of
                                       57% of mentions were Neutral,
pausing the It’s Finger Lickin’ Good
                                       18% Positive and 25% Negative
      slogan since 24.08.20

  2.5k were traditional media
                                         These Tweets had a total
mentions and 9.5k were consumer
                                        impression of 532.2 Million
     social media mentions

                                                                All data provided by Trendkite

THE ROLE
PHASE    FORSUSTAIN
      TWO:  EARNED

THE HUNT FOR THE NEW “FINGER-LICKIN”

        INFLUENCER/FAN                                                                           TO REAL, LIVE
                                              TO SOCIAL CONTEST
          ENGAGEMENT                                                                            ADVERTISEMENT
Mid-week, post launch, announce that   Each superfan to take to social to debate   Five winning slogans from poll to then
                                       alternative slogans with their followers,
KFC has tasked 10 x superfans* (via    encouraging participation away from KFC     appear in ATL campaign. All ten
written letter from CMO) to put        channels. Superfans to submit their         participants will get their ad framed as
forward a temporary slogan based on    proposed slogan to KFC, with all ten then   a prize
                                       put out to poll on KFC IG stories.
their love of KFC

                                                                                         ©2020 KFCC. Proprietary & Confidential Information. Do Not Copy or Distribute   14

AND THEN WE TOOK IT UP A NOTCH…

   BECAUSE, BUCKET. WHY NOT.

                      ©2020 KFCC. Proprietary & Confidential Information. Do Not Copy or Distribute   17

PLAY VIDEO #2

                ©2020 KFCC. Proprietary & Confidential Information. Do Not Copy or Distribute   18

KEY TAKEAWAYS

TAKE CARE OF BUSINESS FIRST   THEN BE BOLD   BRAND AT THE CENTER

                                             ©2020 KFCC. Proprietary & Confidential Information. Do Not Copy or Distribute

THANK
 YOU
        ©2020 KFCC. Proprietary & Confidential Information. Do Not Copy or Distribute   20