KFC Bucket

While in America and Europe KFC Basket is already a part of internet culture, in Russia people were still unaware of it.

Insight

The insight was “when I have fun with my friends, everything we do should be fun”

Idea

We positioned KFC basket as a fun way to eat chicken. We engage young people using their own language and launched the first meme campaign in Russia.

Решение

We re-invented the “Baskethead” meme, using Russian reality. We used the power of crowdsource creative from one of the biggest internet youth community in Russia: MDK (similar to 9gag). Within four weeks, KFC basket became a new Russian meme.

Result

Within a month we reached more than 10 million members of the target audience. The number of young people who tried KFC’s Basket after the campaign has grown by 50 %.

Awards (5)

Publications

Team

Hungry Boys
  • Creative Director Vlad Sitnikov
  • Сreative Group Head Konstantin Kuprianov
  • Account Director Liubov Chubataya
KFC Russia
  • Marketing Director Peter Rosansky
  • Interactive Manager Sergey Proshakov
  • Brand Manager Tatiana Nazina
МДК
  • Creative Director Roberto panchvidze
  • Account Manager Oleg Fedushak
  • SMM Strategy Ekaterina Sergeeva
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