KFC aims to push the boundaries of traditional QSR space with its latest VR-led campaign

• As we come closer to 2021, the travel industry is slowly picking up.
• People are going back to their hometown to spend more time with their families or trying to find quiet villas with a view to work from a new home. However, we are missing traveling to international destinations.
• KFC has launched a Virtual Reality-led campaign to connect with its consumers and offer them more than just a product. It allows consumers to travel to their favourite destinations from the safety of their homes.
• We caught up with Moksh Chopra, Chief Marketing Officer, KFC India, to understand the insights on their latest campaign, how this idea came about and what consumers should expect.

With the current pandemic, the world is going through an upheaval, leaving an impact on people across the globe. The lockdown forced us to stay inside the four walls, with no or limited social interactions and extensive travel restrictions – things we are still dealing with. While people have started stepping out and traveling to nearby getaways, it also comes with a sense of skepticism and fear.

As we come closer to 2021, the travel industry is slowly picking up. Travel has become more about living, working and connecting with other people away from home safely. However, we are all missing international travel and relying on throwback pictures to relive happier days.

So, KFC has launched a unique Virtual Reality campaign for its consumers called KFC Faycation. It brings international destinations to a consumer’s home. It allows them to travel to their dreamlands while following all the necessary norms for staying safe and healthy. And to enhance their local food experience, it has also dropped a limited version of international menu items including UK’s Dirty Louisiana Burger, Thailand’s Ghost Pepper Wings, Australia’s popular Zinger Mozzarella Burger and USA’s Chicken & Waffles.
The get-away to the UK, USA, Australia or Thailand can be booked via BookMyShow. Along with a VR experience of the destination, consumers will also get souvenirs to share with their loved ones. With this kit, consumers will be able to fake their vacation and fulfill their travel adventures right from the comfort and safety of their homes.

We caught up with Moksh Chopra, Chief Marketing Officer, KFC India, to further understand the insights behind their latest campaign, how did this idea come about and what consumers should expect.

Excerpts:

Q. Can you walk us through the campaign? What is the idea behind it and how did it come about?

The pandemic has led to various changes in the way we all think and behave. The kind of year this has been, being cooped up inside our homes for weeks at end, we have had our fair share of #MissingTravel and #ThrowBacks to our past holidays. I am sure we’ve all felt that strong urge to pack our bags and take off to exotic destinations; who would’ve thought we’ll even miss the bustle of airports or the familiar smell of being inside an aircraft. That’s when we decided to bring the holiday experience right into your homes, replete with KFC flavors from across the world. So we came up with the KFC Facaytion; an international getaway style experience within the comfort of your home with KFC this December. If you can’t travel the world, we’ll bring the world right to you!

Q. What should the consumers expect? What are some of the new product launches lined up?

Consumers booked their Facaytion packages on BookMyShow; some lucky travelers also won the kits through holiday-inspired contests. And then a kit-full of holiday themed goodies, and of course the food, was delivered right to the consumers doorstep. The select recipients of the KFC Facaytion can now live out the ultimate holiday experience; flaunting its various elements from magnets, stickers to a holiday tee and more. The kit also offers a VR Headset for a virtual tour of scenic landscapes and popular monuments. And there’s a cheat sheet (or rather a poster) for that Insta-perfect pic too. Understanding that a facaytion as this can be quite exhausting, the experience comes with flavours from international KFC menus. Dig into KFC UK’s Dirty Louisiana Burger, Thailand’s Ghost Pepper Wings. Australia’s popular Zinger Mozzarella Burger or USA’s Chicken with Waffles & Honey; before you get back to enjoying the rest of your Facay.

Q. What are your expectations from this campaign?

With this campaign, we want to push beyond the boundaries of the traditional QSR space and explore avenues that excite our consumers. We believe in being bold and authentic with our campaigns, and give our consumers an ‘experience’ in addition to craveable food. This is our way of bringing together food & travel, in true KFC style and offering a fun, yet distinctive experience for our consumers. With the Facay kit and its different elements - International KFC offerings, passports, T-shirts, fridge magnets, VR Headset, etc. - this would surely be one zingiest travel experience to cherish.

Q. What is the media plan for this campaign?

We usually work on integrated campaigns with a fair mix allocated to traditional and digital media. Having said that, millennials who are our core TG spend a lot more time online today as compared to what they did a few years back, and that is where our efforts are focused. After all, social and digital is where we head to for flaunting our holiday hues.