Grilled for a year... Um…we mean Fiery Grilled for a year;) Just complete this — “You love Fiery Grilled coz ________.” Go on, convince us and we'll give you Fiery Grilled for free!
From chilled winters to chilly winters. KFC’s new Fiery Grilled here. You even stand a chance to win a year’s supply of Fiery Grilled for free.
Fiery free, free Fiery, Fiery free, free fiery — nope this ain’t a tongue twister, we mean it! Follow the link to know more...
These are updates from the wall of the official fan page of KFC India that has crossed the half-a-million mark within a month of the launch of its first grilled product, Fiery Grilled, in India. Part of Yum! Brands, Inc, KFC launched a 360-degree marketing campaign for the locally-developed Fiery Grilled — including a thematic television commercial, online, radio activations, outdoor activities etc — that builds on the tagline “Fiery grilled sets you on fire”.
Dhruv Kaul, director, marketing, KFC India, says, “We are the first in the branded QSR (quick service restaurant) segment in India to enter the grilled format of cooking, and we have taken several steps to ensure that we offer a perfectly grilled product — from giving comprehensive training of our staff to installing custom-designed ‘combi ovens’ that use a the steam roast technology.”
The process of steam roasting the chicken with a sprinkle of herbs and spices has been developed at its R&D centre in Gurgaon, a New Delhi suburb. This imparts a taste similar to kebabs that are topmost on the list of every non-vegetarian food-loving Indian. “We have introduced a whole range of innovative and exciting products over the last two years — vegetarian Zinger burger (15 years after venturing into India!) along with vegetarian meal options, a beverage range under Krushers, snacking items such as chicken popcorn, and a youth-specific offering, Streetwise,” enumerates Kaul.
According to industry watchers, such aggression is imperative to build strong brand recall in a segment teeming with options. Kaul says the company is growing 70 per cent year-on-year; it has 150 plus stores now in 35 cities, and aims to reach 500 by 2015. Right now it is concentrating on TV and online promos to popularise the new product.
The teaser campaign went on air on December 9 last year, while the main TVC, conceptualised by Ogilvy & Mather, broke on December 15 and will run for about six-eight weeks. The creative brief to O&M was to highlight KFC’s brand proposition, taste. The TVC highlights the product’s key attributes — cooked on fire and fiery in taste. The plot revolves around a youngster who dents his elder brother’s car, and escapes his (the owner of the car) wrath after taking a bite from Fiery Grilled chicken.
The company is conducting a host of innovative digital activations as well as in-store promotions. Right after launch, KFC India distributed a restricted number of free coupons for Indiblogger users. With more than half a million fans on its fan page, KFC India Facebook page has unveiled a new competition. Twenty-five winners will get Fiery Grilled for a month and another 10 for a year. Till today, another campaign that challenges one’s blogging skills was on. A radio promotion, Fiery Brigade, is on in partnership with leading radio stations across the country.