KFC

KFC

Real Integrated’s relationship with KFC dates back nearly 50 years to 1965, when the agency acquired the Detroit Metropolitan KFC Co-op. Since then, the relationship with KFC has grown and the agency now works with multiple local Co-ops primarily in the Midwest, as well as many individual franchisees.

The longevity of the connection between Real Integrated and KFC has resulted in the agency working, in some cases with three generations of franchisee owners! Over the years, Real Integrated has been able to delve deep into the culture of quick-service and fast-casual restaurants thereby affording us the knowledge for developing locally focused strategies that get results.

The agency has assisted local KFC Co-ops and franchisees with many national product launches, developed comprehensive local marketing plans, and provided ongoing local support of national campaigns. Currently, the agency assists Co-ops and franchisees with support of the national calendar and executes local initiatives, focusing mainly on print, digital advertising, web and point of sale.

  • MyLocalKFC.com

    In order to provide localized support around catering, coupons and in-store promotions, Real Integrated developed MyLocalKFC.com, a website that allows each individual KFC restaurant to have its own custom webpage. Through the site, restaurants are able to build a customer loyalty database, send targeted eblasts, offer specialized coupons and in-store promotions, and provide an interactive catering menu with custom pricing to help plan events of all sizes.

  • Daily Specials

    In response to soft sales and an uncertain national calendar, Real Integrated developed a long-term campaign promoting Daily Specials, specifically offers available at a special discount four days per week, every week. The campaign leads to purchase habits for core customers encouraging them to come back to KFC more often, while controlling food costs by only discounting one item on a particular day of the week. To support this promotion, the agency planned and executed a targeted digital ad campaign, and also developed landing pages, digital banner ads, and point of purchase materials.

  • Local Broadcast

    Real Integrated’s approach to broadcast media for KFC is to plan and place media for each Co-op separately, even if the messaging is the same. Each individual market has local differences and nuances related to strength of network, daypart, penetration and programming. Media schedules are carefully evaluated and plans are developed that even account for restaurant locations within the DMA. Buys are evaluated pre, during and post buy to ensure not only delivery, but efficiency based on media delivery and associated sales.