When the chips are down, KFC says sorry
The fast food chain's bold campaign saw the distribution of 17 tonnes of new improved and – most importantly – free fries to make amends for previously poor potato chip performance.
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Credits
powered by- Agency PS21/Madrid
For this unusual initiative, created for KFC Spain by PS21, the brand embraced self mockery and apologised for years of underwhelming fries.
The Kentucky Fries Compensation case study film even bravely quotes bad reviews on social that described the offending snacks as “limp and floppy” and, rather strangely, “colder than Mariah Carey defrosting”.
In an admirably sizeable admin task, KFC first sent an email to every registered app user with an official apology and a compensation offer of the exact amount of chips they had historically ordered via the app, but this time with the new recipe.
Users gleefully took to social media to share photos of themselves collecting their orders with all manner of receptacles from shopping trolleys to inflatable pools. The next phase saw the giveaway of 17 tonnes of free chips across all KFC restaurants in Spain.
Sorry may seem to be the hardest word but it can reap spectacular results – KFC app orders hit record levels, with 233 per cent increase in daily active users, +84 average positive rating, and 20 times more daily orders than usual.
