Tuesday, 13 May 2014
@kfcarabia KFC Arabia Campaign Expected to Reach One Billion Consumers Worldwide
KFC Arabia Campaign Expected to Reach One Billion Consumers Worldwide
- Arabian Marketing campaign goes global -
The huge success of a regional campaign created by KFC MENA - part of the renowned Americana Group – featuring the world’s number one soccer player Cristiano Ronaldo, has resulted in the initiative going global. The KFC MENA team at Americana Group is taking the campaign to KFC’s international markets, where it is expected to reach one billion consumers worldwide.
“The KFC-Ronaldo campaign was the brainchild of the KFC Arabia regional marketing team at Americana Group, which has extensive experience in dealing with celebrities to produce mega advertising initiatives that appeal to the Arabian consumer,” said Hesham Tahssin, Regional Marketing Director, KFC MENA, Americana Group. “What is particularly significant in this case is that such marketing campaigns are usually implemented in the Middle East after their global success. This is the first time that creative Arab minds have resulted in a local initiative that is to be launched globally,” he added.
The regional KFC-Ronaldo campaign featured the world’s best football player endorsing the KFC ‘so good taste’ in Arabic. The strategy proved to be the perfect recipe for success, as it resulted in an increase in sales for KFC across the region.
The success of the regional KFC-Ronaldo initiative resulted in KFC MENA scooping an Effie at the Effie Mena Awards 2013, the region’s premium marketing awards programme. In addition, KFC MENA marketing team was asked to present the campaign at KFC’s most recent global marketing planning meeting. The decision was then taken to extend the campaign to KFC’s global markets by passing it on from the Middle East to the world.
The initial KFC-Ronaldo campaign promoted KFC’s ‘so good taste’ in 74 cities across 12 markets in the Middle East region, which is home to over 600 stores. The global initiative this year will involve 4,000 KFC restaurants worldwide, operating in 23 markets across three continents. It is expected to generate a great deal of interest and excitement in KFC’s core market demographic of 18-34 year old football fans.