Assignment brief: A disruptive media campaign – KFC and the Dirty Louisiana burger
KFC (Kentucky Fried Chicken) is a fast food chain who in 2017 launched a new burger called the Dirty Louisiana by means of a disruptive media campaign – the case study can be found here: https://www.campaignlive.co.uk/article/kfc-trolled-clean-eating-trend-disruptive-burger-launch/1450471.
This describes how its advertising agency BBH came up with a cheeky and disruptive campaign to increase engagement with the brand and launch the new product. Please read and understand the case study and write a report explaining why you feel this campaign was so successful at engaging its target audience.
Your report structure should include the following (word count included for guidance):
1.Introduction: This should include a brief explanation of the aim of your report and what you intend to cover including the examples you will use (similar case studies) (500 words)
2.Industry and Social Context: Provide a brief overall view of this case study. You might want to consider the social context such as the clean eating campaign, its impact on the fast food market, the rise of bloggers and influencers, how young people consume media, etc. You might also want to consider the fast food industry and the place of KFC within it. Consider the application of a branding model to support your view point,
e.g. Keller’s or Aaker’s Brand Equity models (700 words)
3.Discussion and analysis of advertising and branding issues: Provide an analytical discussion of the branding and advertising issues related to the case study (see examples below). You MUST support your opinions with theory i.e. references, quotes and case studies of comparable global brands. Think about the potential problems/challenges(issues) of adopting a humorous approach like this.
3.1Branding issues: how did the campaign make the brand more appealing to its target audience?
3.2Advertising message and creative issues: Why was the message and media particularly appropriate for the audience? How did they use current social and media trends?
(1500 words)
4.Recommendations and Conclusion: Here you should provide advice for other brands that that might want to take a similar approach for their brand. Any recommendations should be supported by appropriate data or references, not just consist of your own thoughts or opinion. (300 words)
