The campaign generated a massive 500,000 engagements online, and there was a seven-times increase in mentions of @KFC_UKI fries than the previous year. The offline print and display creative really caught the public’s attention, leading to the campaign being featured in mainstream UK news and sparking industry praise.
Josh Benge, Social Media Manager, @KFC said: “We don’t take changes like this lightly, so we knew we had to do something big to launch our new fries. Twitter gave us a unique opportunity to gain the instant impact we were looking for. Promoting negative customer feedback was certainly a risky approach, but it paid off.’
Rachael Swain, account coordinator EMEA at Adaptly, added: 'Twitter is definitely the platform to stir up discussions and was a natural choice for a campaign of this kind. The real-time element makes audiences feel like they are part of the conversation and by promoting negative feedback, we found a way to really cut through the noise for KFC. A bold move, but evidently very effective.'