KFC’s #UnboringMorning campaign

KFC’s #UnboringMorning campaign drove 19% sales uplift with Mediacorp’s omnichannel strategy

From 8 February to 2 May 2022, KFC #UnboringMorning campaign relaunched its signature Original Recipe breakfast menu across Mediacorp’s network to seize the potential of the morning dining segment. Through dynamic ads across radio, digital, TV and socials, breakfast time was hyped up with attractive 50% discounts and other mouthwatering giveaways. The performance partnership cracked the breakfast crowd by delivering an impressive double-digital growth in sales and search activity. 

Campaign Period: 8 February – 2 May 2022

Key Objectives: 
• Drive growth in breakfast sales
• Create top-of-mind recall for KFC breakfast

Performance Highlights 
• Campaign Reach
  TV (3.11M P15+), Radio (4.12M P15+), Digital (3.8M Uniques), Social (6.4M User accounts)
• +19% in Breakfast Sales (including Ramadan period)
• +15% in Search Activity
• +18% in Share in Search Activity

360 omnichannel activation
TV
•   TV spots and Corner Bugs
•   Strategic Programme Sponsorships: CNAS Asia Business, Channel 8 Hello Singapore and Suria weekday food variety 
Radio
•   Radio spots and customised game segments 
•   Buskermercials
•   Social activations    
Digital
•   Digital impressions/ Video-rolls
•   Conversational banners
•   eDM and push notifications
•   Social Tribe posts

“Mediacorp’s omnichannel reach and solutions was perfect for the launch of our KFC #UnboringMorning campaign. Not only were we able to reach the masses with our different KFC breakfast items with quick turnaround, but also offer exclusive giftaways to engage our followers. We are pleased with the results! And, also the positive feedback we received from catchy and mood-lifting tune created by Buskermercial.” Juliana Lim, Senior Director, Marketing and Food Innovation, KFC Singapore

Consult your Mediacorp Account Manager for your brand’s next activation today!