Promotional feature

KFC's recipe for outdoor success

KFC’s work has proved ‘finger lickin’ good’ when it comes to recall
KFC’s work has proved ‘finger lickin’ good’ when it comes to recall

Why KFC continues to make a big impression by investing in the high street...

Will Brownsdon, business director, Blue 449

1 KFC Small- and large- format roadside 196
2 Subway Small- format roadside and bus 171
3 NOW TV 'Over 300 Box Sets' Large-format roadside 165
4 EE Small-format roadside  152
5 NOW TV 'The Killer Show Returns' Large-format roadside
6 Lloyds Bank Large-format roadside 131
7 Sky Q Large-format roadside  131
8 Tesco Food Love Stories Large-format roadside 125
9 Coke Zero Small-format roadside and bus 124
10 McDonald's Coke Zero Small-format roadside 121

February 2018 and while many were celebrating the Year of the Dog, up and down the country it felt more like the Year of the Chicken as supply chain issues caused major disruption to KFC restaurants. The "Beast from the East" only added to the transportation woes. Skip forward two months and with KFC running full menus again, it is back to business and it is fantastic to see KFC is making a ‘Big Impression’ once again with its April "Bargain Bucket" OOH campaign.

KFC has a long and healthy legacy with OOH as part of its marketing mix and this all stems directly from the high street. Over time, KFC has continued to invest in the high street as its platform to communicate with customers, constantly perfecting their strategy.

As OOH data and delivery has become more sophisticated, so has KFC’s strategy, culminating in the existing smart multi-format approach, coupled with insight-driven localised creative to ensure full restaurant coverage, maximum reach vs the competition and customer influence at the moments that matter.

The April "Bargain Bucket" campaign forms one part of a successful, always-on OOH approach operating as an integral element of the marketing channel mix. As the high street OOH offering continues to develop, it will be exciting to work on evolving KFC’s approach in the future.

Malgorzata Zielinska, media controller, NOW TV

It’s great to see NOW TV in The Big Impression’s top 10 yet again as a result of our always-on, large-format out-of-home strategy. Since the beginning of The Big Impression, NOW TV’s recall trend line has been going upwards, demonstrating the benefits of long-term OOH presence.

With consistent messaging and bold creatives, alongside constant consumer exposure, we have observed both positive recall trends and business effects. OOH is an effective medium for us in our media mix, and NOW TV’s continued appearance in the top 10 in The Big Impression validates this.

Above: Large-format, out-of-home strategy for NOW TV has secured it a place in The Big Impression top 10 once again
OOH is an effective medium in our media mix, and NOW TV's appearance in The Big Impression validates this 
Above: Subway’s bus-sides are working well for the sandwich chain

This chart lists the out-of-home campaigns which had the greatest recall in the period 9 April - 6 May 2018. All data supplied by Opinium

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