Title: KFC Royal Bucket
Media: Email Marketing
Country: United Kingdom
Date Of Campaign: 16/05/2018
Background: KFC challenge us to surprise and delight existing Colonel’s Club members and recruit more into the loyalty programme. Tap into relevant cultural moments. Reinforce the iconic status of the KFC Bucket. Generate fame for the brand.
Idea: In the UK it’s traditional for commemorative china to flood the market to celebrate a royal wedding. To ride the wave of royal hysteria we reimagined the iconic KFC bucket in fine English Bone China. We released a limited edition run of 25 English bone china ‘Royal Buckets’ to celebrate Harry and Meghan’s marriage. Made by expert craftsmen in the ceramic’s capital of the world Stoke-On-Trent. We gave our Colonel’s Club members the chance to win a Royal Bucket via an email competition, all they had to do was answer a simple question to get their hands on theirs.
Results: Competition entries reached 102,911 in just 5 days and Colonel’s Club members increased by 24,000. The bucket garnered worldwide PR coverage with notable mentions from The Sun, The Mirror, Mashable and a shout out by Seth Meyers on the Late Show in the States. As well as a generating a wealth of PR coverage, we witnessed mentions from both KFC loyalists and new Colonel’s Club members skyrocket on social media, all clamouring to get their hands on the bucket.