What was the problem?
The South African government implemented tough new regulations that restricted kid-targeted TV advertising of what was deemed to be “unhealthy foodstuff.” This affected the entire QSR industry and hindered the ability of our client, KFC, to drive kids’ meal sales.
What was our inventive solution?
With TV advertising no longer an option, we convinced KFC to reallocate a portion of what had been the kids Advertising budget to the kids Toy budget. This allowed us to drive demand by creating a more exciting and appealing toy for the kids’ meals.
Did it work?
And how! In just the first month – and without the support of TV advertising – KFC saw double-digit sales growth from its kids segment. From that point forward, our client has referred to ByGeorge! as “The A Team”!