Serviceplan Suisse reveals secrets for Kentucky Fried Chicken
Serviceplan Suisse relied on the secrecy of the 80-year-old original recipe for the Swiss-wide application of the American company Kentucky Fried Chicken.
Even though the brand is known worldwide, KFC is not yet present everywhere in the Swiss market, where it currently has eight restaurants. In order to raise awareness of the American company among the local population, Serviceplan Suisse designed and implemented a social media campaign that used Swiss values such as neutrality and discretion and combined these with KFC's brand essence: preserving the secret recipe for famous fried chicken.
The problem with big secrets: they weigh a lot. So it feels all the better when you can share them with someone. Based on this insight, the first campaign phase was launched with the "Switzerland Secrets" social media competition. Swiss people were asked to share their most secret secrets with KFC - in the knowledge that they are in safe hands with KFC. These were then published anonymously on Facebook and the best secrets were voted for by users. The winner - who was kept secret - received a voucher for a year's free food at KFC.
The social media campaign was supported by a collaboration with 20 Minuten.
Responsible at Kentucky Fried Chicken: Dirk Hildenbrand (Marketing Manager). Responsible at Serviceplan Suisse: Kelsang Gope, Henry Clarke (text), Lara Horisberger (consulting), Moritz Lüth, Rémy Steinmann (art direction), Dominic Shota Schweingruber (motion design), Thomas Lüber (creative direction), Barbara Hasenböhler (content & corporate communications), Marcin Baba (executive creative direction), Pam Hügli, Raul Serrat (overall responsibility); OneTwoSocial (media planning).
