The greatest taste test in history goes global
For over 94 years, KFC’s iconic blend of 11 herbs and spices has delighted taste buds in over 140 countries worldwide. To prove the strength of its iconic taste, KFC South Africa introduced the ultimate taste test. The result? A first-of-its-kind interactive activation that allowed KFC’s fans to experience the KFC taste in wildly unexpected ways. A real world in-store taste demonstration, powered by audience ideas, nationwide.
“Over the years, we’ve had some interesting requests from customers looking to add flavour to their favourite South African food,” explained Grant Macpherson, KFC South Africa’s CMO. “This made us wonder what other dishes people wanted to improve with our famous secret recipe,” he continued.
So in February, KFC South Africa broke all the traditions of KFC history, by opening its doors for a real-world, experiential taste demonstration, dubbed “Make it KFC.”
Prior to this, through a series of social media polls, the brand invited its audience to submit suggestions for unique food items they’d love to be a little more KFC. Customer suggestions ranged from household staples like brussels sprouts and grapes to sweet indulgences like birthday cake. Fan favourites also included some classic South African delicacies such as biltong, mopani worms and milk tart.
When customers arrived in store and ordered their favourites, they were surprised not only by the great tasting results, but also by bespoke packaging for the different items. Packaging as unique as the contents inside! Custom boxes were designed to fit different food types from pineapples to pies, each containing the phrase “I used to be a …”. KFC staff filled in the blanks manually, depending on the items members of the public bought to the store, transforming ordinary items like pizza or sushi into KFC treats.
This experimental platform allowed KFC to tangibly demonstrate its flavour and drive brand obsession in a memorable way, while creating talkability about the power of their secret recipe. “When we launched this first-of-its-kind taste test we were amazed by the positive reactions. The overwhelming response has helped us stay the number one brand of choice”, says Macpherson.
After driving unprecedented levels of talkability with the campaign, the iconic fried chicken chain has returned to its classic menu. Meantime, the daring flavour fusions have left an unforgettable impression on consumers nationwide. All helping the brand stand out in an increasingly competitive marketplace.
For the bold, unapologetic youth of South Africa, the chance to indulge their tastebuds with such unexpected combinations proved irresistible. KFC’s cultural significance as a beloved national brand, combined with the target audience’s unapologetic willingness to try new things, created the perfect environment for this taste experiment, a first in KFC’s history.
The idea has recently gone global, with KFC Australia launching their version of the platform this month in Sydney. “Whilst we launched this idea specifically for our local market, we’re not surprised that it has started to gain the interest of other countries and audiences around the world. It’s a highly impactful and irresistible way to celebrate the unique strength of our secret recipe”, concludes Macpherson.