GRAND PREMIERE OF THE GRAND BURGER

KFC Ukraine Alina Kiptyk CEO KFC Ukraine Tetiana Biloshytska CMO KFC Ukraine Yana Lut Marketing Manager BetterSvit Svitlana Stepanenko Managing Partner BetterSvit Stepan Barkholenko Creative Ditector Media First Ukraine Anna Ostapenko CEO Media First Ukraine Sofia Pliatsko Senior Account Manager Media First Ukraine Maksym Shevchenko Digital Head Media First Ukraine Illya Liashchuk Media&Buying Head Idealers Oleg Svyshch Creative direction Idealers Vadym Gordeev Creative CEO Idealers Sashko Sviatsky Producer"

Background In Ukraine the competition between KFC and its main competitor intensified when McDonald's launched more and more chicken dishes to its menu. KFC faced a big challenge in defending its 70-year chicken legacy.  Idea 35% of young Ukrainians prefer burgers over other meal. So, we decided to create exceptionally large chicken burger that could last through an entire movie or game. Also, the launch should be as great as a movie premiere or Champions League openning. Execution We created a massive 300-gram original chicken burger with legendary KFC BBQ souce, priced only like a cinema ticket. We named it Grander Barbeque to underline it is even more then grand. And we presented it as a true star deserves and youngsters adore it — on big screens, large formats, and major events. The larger the screen, the better the appetite! Grander Barbeque walked the red carpet in cinemas, on Megogo, YouTube, Instagram, Twitch, Eurovision 2024 and Ukraine’s EURO 2024 qualifiers. Big boards and facades in 18 cities. We did everything to make Ukrainians crave Grander Barbeque.  Results Grander Barbeque became a grand star!  #1 burger on the KFC menu! It was every 10th purchase in the bill and approached the level of legend KFC wings. What did this launch bring to KFC in Ukraine? Total sales increased by 119%. KFC restaurants achieved 1,000,000 visitors per month and reached prewar numbers while Ukrainian population dramatically decreased.