It’s pivotal for brand to develop highly innovative marketing campaigns that tickle customers’ imagination. Fast food brand KFC devised a clever marketing campaign to launch its 5-in-1 Meal Box in India, comprising a chicken burger, rice and gravy, hash brown, hot and crispy chicken and hot wings.
So what really happened?
KFC India collaborated with the famous Mumbai dabbawalas – a strong network, most commonly found in the Indian state of Mumbai, famous for highly efficient delivery of office lunches – who surprised several office goers with KFC 5-in-1 Meal Box along with their regular lunchboxes.
The move delighted several existing clients, while causing a buzz in Mumbai as these dabbawalas for the first time ever made their way through the busy streets of India’s financial capital carrying the famous red KFC meal boxes. Several people took to social media to express their surprise and applaud KFC’s campaign.
“The 5-in-1 Meal Box is a complete and delightful meal built on the principles of abundance, variety and value. The insight was simple – people want more in less. Our new offering is the ‘perfect lunch meal’ consumers can opt for, and we are thrilled to launch it in association with dabbawalas in Mumbai,” says Lluis Ruiz Ribot, CMO, KFC India.