Supercharging the launch of KFC’s owned delivery service
GroupM Nexus and Mindshare
As consumers typically order via delivery aggregators due to their popularity, ease of use, and range of restaurants in one place, KFC needed to entice its audience with something exciting to successfully inspire a change in habit. It cooked up a generous offer “First Bucket’s On Us” exclusively for customers ordering through KFC’s brand-new own delivery service. The groundbreaking multi-channel campaign ensured ultra-efficient message delivery in the 3km delivery radius around KFC’s 617 stores in the UK. The campaign’s single-entry-point solution allowed for collective impact equalised across channels in 657 postcode areas, despite highly variable media inventory availability over target areas. While live sales data, plugged into a first-of-its-kind dashboard, enabled real-time cross-channel optimisation. The campaign met or surpassed all objectives, including: sales target exceeded by 28%, +31% app traffic, +44% daily app users, and contributed to a 16% uplift in total delivery sales. It delivered this in the face of heavy competition and it developed an innovative way of delivering cross-channel media with a new approach to measurement and optimisation, which is already being used to improve further campaigns.