KFC strengthens Youth Hangout position with "Streetwise'; Launches new campaign targeting college-goers
The brand has launched a robust marketing campaign that takes forward the theme of KFC as college-goers' preferred adda or hangout zone. The campaign also includes outdoor, radio and digital activation.
Speaking about the offering, Dhruv Kaul, Director - Marketing KFC India said, "Hanging out with friends is the best part of every youngster's life and KFC promises to be the perfect adda with great food at allowance friendly prices. Launched last year, the campaign received fantastic response from our consumers, especially our share with teens grew by 20%, as a response to the campaign and new menu. Our Streetwise range starts at Rs. 25 plus taxes and with the new menu additions of 2 Hot Snackers and the New Mini Frappe, there are three more reasons to time out at KFC."
"The success of the Streetwise range reiterates our understanding and commitment to the requirements and attitudes of the youth today. We are confident that the new offerings and the campaign will be well received by our target audience", he added.
The exciting new additions to the Streetwise range include Hot Chicken Snacker, Hot Veg Snacker and the refreshing Mini Frappe. Priced at Rs 25, the Hot Veg Snacker is made with crunchy chana patty, topped with chili mayo and served with a crisp salad. The Hot Chicken Snacker priced at Rs. 30, is a delicious piece of chicken, topped with spicy chili mayo and served in a soft sesame bun with a crisp salad; and the Mini Frappe, cold coffee done Krushers style is available at Rs. 39. Other offerings as part of the Streetwise range are the original Snacker, in both Veg and non Veg avatars priced at Rs. 25 and Rs. 30 respectively; the Snack Box, a combination of either a piece of KFC's signature chicken or 2 chicken strips and fries at Rs. 55. There is also a wholesome lunch option called "Rizo', again available in both Veg and non Veg avatar. The Veg Rizo comes with 3 crunchy Veg Strips served with aromatic rice and gravy at Rs. 89. The chicken Rizo comes with a piece of KFC signature Chicken served with aromatic rice and gravy (all prices mentioned are exclusive of taxes).
The new Streetwise commercial follows the theme of "Adda Badal Gaya Hai'; positioning KFC as the preferred youth hangout that offers great tasting food at college canteen prices. The film opens with college seniors telling a nervous group of freshers that they better be present at the "adda" at 4 "o' clock. The freshers, while looking for the adda finally land up at KFC and are pleasantly surprised when they find that their seniors have organised a welcome party for them.
TVC Details:
Language: Hindi
Production House: Love and Faith
Director: Milind Dhaimade
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