Isobar Italy has won the creative pitch to develop the brand strategy of Kentucky Fried Chicken Italia (KFC), part of YUM! Group. KFC entered the Italian market four years ago and has chosen Isobar as its creative shop, crediting the agency’s long term strategic vision, and ability to drive awareness and traffic into its restaurants.
Digital and social media are at the heart of the proposed strategy, targeted at millennials and the Z Gen population in Italy across all channels, from the ATL communication to the point of sale.
Creative and Strategy Principal, Isobar Italy, Lavinia Garulli said: “In Italy KFC is a pervasive and multiscreen brand, always at hand, especially on mobile. It’s become so influential, its created a kind of social currency with its young target audience, who regularly exchanges with it for their own reputation.”
Head of Marketing and Communication, KFC Italia, Nicoletta Pirro Ruggiero said: ”Italy is a very demanding market when it comes to food and introducing an offer focused on fried chicken, which does not belong to our food tradition, is a huge challenge. Our product’s quality and taste are encountering Italians’ expectations and this enables full speed in keeping the development plan , that will enable us to double the size in 2018, opening 20 new restaurants all over Italy.”
Isobar Italy Managing Director, Michela Bellini said: “We are very proud of this new partnership because it enables us to deliver a 360° consultancy and execution project, working with Simple Agency, Dentsu Aegis Network Italy’s performance marketing agency – expanding on their collaboration with KFC that began a year ago.”
Internationally, Isobar China and Isobar US already work with the YUM! Group and with Isobar Italy as the first country in to work with KFC in EMEA.