GREEN KFC

Alina Kiptyk CEO KFC Ukraine Oleksii Sharov CEO KFC Ukraine Yurii MIsevra CEO KFC Ukraine Anastasia Lipachova CMO KFC Ukraine Yana Lut Marketing Manager KFC Ukraine Diana Bilous Digital Manager KFC Ukraine Valeria Yakhnenko Marketing Manager KFC Ukraine Ivan Perov Marketing Manager KFC Ukraine Svitlana Stepanenko Managing Partner BetterSvit Olena Samoylenko CEO BetterSvit Anastasia Sochivets Senior Creative Copywriter BetterSvit Volodymyr Nykonenko Strategic Director BetterSvit Anna Ostapenko CEO Media First Ukraine Sofia Pliatsko Senior Account Manager Media First Ukraine Iryna Alawne Project Manager Media First Ukraine Maksym Shevchenko Digital head Media First Ukraine Illya Liashchuk Media&Buying head Media First Ukraine Vadym Kozedub CEO idealers Oleh Svyshch Creative Director idealers Reizor Zero Strategist idealers Liza Kulbachko Creative Copywriter idealers Vitalii Katan Creative Copywriter idealers Darka Kurova Design Director idealers  Karina Khanakhbieieva Designer idealers Sofiia Nykytiuk Project Manager idealers

KFC is a brand with chicken in its name, in its DNA, and in almost every item on the menu. But 3.5 million Ukrainians have stopped eating meat or try to eat less of it. All these people used to walk past KFC without stopping. Instead of asking people to imagine KFC without chicken, we just did it. We took a real restaurant in Kyiv and turned it fully vegetarian: green branding, a new menu made with mycoprotein, and zero chicken. It was the first restaurant like this not only in Ukraine, but in the whole world. One restaurant became a media platform that generated over 2 billion media contacts — most of them earned. People even resold the dishes on OLX. In the first few days we’ve got 100 mentions in the media, 50+ pro bono posts from bloggers and clients, 149,190 reactions in social media.  Sales were 2.5 times higher than planned. Over 145,000 kilograms of mycoprotein were sold. The success turned the Veggie menu from an experiment into a permanent part of KFC restaurants across the country.