KFC first social media campaign targets women
By John Reynolds, marketingmagazine.co.uk, Tuesday, 25 September 2012 08:00AM
KFC is continuing its efforts to attract young female consumers, with its first major UK social-media campaign.
The fast-food chain is supporting its Grilled BBQ Rancher range with a viral ad featuring comedian Jenny Bede.
The tongue-in-cheek clip (below) considers the justifications women might use for eating unhealthy food, such as "It doesn’t count if it’s from someone else's plate".
Viewers will be encouraged to share their "It doesn’t count if…" stories on Facebook, Twitter and Instagram. Twitter users can also follow KFC’s @Doesnt-CountIf feed.
Jennelle Tilling, UK and Ireland vice-president for marketing at KFC, said: "Our first major social campaign provides us with a light-hearted mechanic to engage directly with young adult females, and gives us a chance to change their perception of KFC."
The campaign was created by digital company Fabric Worldwide.
This article was first published on marketingmagazine.co.uk
- Head of Sales - Entertainment Ultimate Asset Ã‚£45000 - Ã‚£55000 per annum + BONUS & BENEFITS, City of London
- Owned Media Director - SEO Ultimate Asset Ã‚£45000 - Ã‚£50000 per annum + Amazing Benefits, London
- Head of Search - SEO Ultimate Asset Ã‚£55000 - Ã‚£65000 per annum + Amazing Benefits, Reigate
- Category Manager Ball & Hoolahan £48,000 + Car/ Car Allowance, London (Central), London (Greater)
- Brand & Packaging Manager Ball & Hoolahan £36,000 + c/a, London (Central), London (Greater)
- 7Up kicks off global campaign with urban knitting ad
- Sainsbury's calls £60 million media review
- Brands use social media to congratulate F1 champion Lewis Hamilton
- VisitBritain crowdsources digital marketing campaign
- Zurich launches snowmen cinema campaign across Europe
- Cheil Worldwide buys Iris stake