CMB

KFC: Feed Yuh Riddim

 

10.08.15

Challenge:
Make KFC’s Popcorn chicken a viable food option in the highly competitive seasonal market of T&T Carnival.

Creative Strategy:
Weave KFC Popcorn Chicken into the cultural fabric of T&T Carnival.

Creative Solution:
The campaign engaged and explored the Soca art form, T&T’s culturally essential and indigenous Carnival music and dance. The campaign found expression in an original Soca soundtrack rhythm – the “Popcorn Riddim”; and a unique accompanying dance – the “Popstep”. This cultural intervention was conceptualised by the agency and realized by a team of musical experts and choreographers.

Media included:

  • Two TV commercials
  • 2 jingles by two leading Soca artistes performing on the ‘Popcorn Riddim”
  • Social media promotions and competitions
  • Press and point of sale
  • Radio bulletins
  • Facebook and Twitter
  • Sponsorship of Carnival events
  • Strategic public relations and events to secure high visibility
  • Transit – Digital billboards.

Two other leading Soca artistes used the “Riddim” for their original lyrics (non-advertising), extending the popularity of the campaign.
Over 100,000 Facebook impressions in the first week.

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