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