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Press Release

THE SANDERS PLAN IS STARTING: SIX MONTHS OF EXTRAORDINARY OFFERS FROM KFC

June 15, 2020

June 15,2020, Milan, Italy - Starting today, an extraordinary plan of offers will start in all KFC restaurants - Kentucky Fried Chicken in Italy, which will last until 27 December. With great respect for history, and the usual self-irony, the Piano Sanders kicks off: an easier way for the Colonel to taste his irresistible fried chicken. In fact, the Sanders Plan provides very convenient offers that are renewed every two weeks on all products purchased in KFC restaurants.

The initiative is presented with a campaign created by Isobar, which once again features Colonel Harland Sanders, the founder and in this case also the voice of KFC, with its legendary resilience, the ability to transform difficulties into extraordinary opportunities. 

For the launch, the campaign includes a digital film to overcome the difficulties of organizing a shooting set during the pandemic. It is a journey by drone view, from Milan to Catania, passing through Rome and viewing the symbolic places of Italy. On these views, the boxes containing the offers of the Sanders Plan were created in 3D modeling, which rain on the cities gliding with the KFC parachutes, launched by the Colonel himself, pilot of an imaginary helicopter. And that with his voice, loaned by Mario Zucca - now the official Colonel of KFC Italia - invites to try his irresistible fried chicken through the extraordinary proposals of his Plan.

“All our restaurants in Italy are fully operational and the first weeks of recovery after the lockdown are giving us encouraging results - explains Nicoletta Pirro, Head of Marketing and Communication of KFC Italia -The extraordinary offer plan that we launch today wants to be a signal a strong relaunch, an invitation to rediscover, in complete safety and in full compliance with the rules of this "new normal", the pleasure of going out and spending pleasant moments in the company. The campaign takes full advantage of the creative potential of geolocation, to "land" the offers of the Sanders Plan right in the cities where KFC restaurants are present, with over 10 different creatives. The awareness campaign - continues Pirro Ruggiero -therefore also has a development in retargeting with a drive to store objective, to accompany the public with various mobile and interactive formats, up to finding the closest restaurant and grasping the offer. A synergy of creative strategy and media planning made possible thanks to the collaboration of Isobar with Simple Agency, media agency of the same Dentsu Aegis Network group ".


DIGITAL AND SPOTIFY FOR THE LAUNCH AND THEN COMMUNICATION OF SOCIAL OFFERS UNTIL DECEMBER

The campaign is online today, June 15, for two weeks on Youtube, Facebook, Instagram, mobile, and on Spotify. Subsequently, the new offers available, every two weeks, will be gradually communicated on the KFC social channels (Instagram and Facebook) with ten different creatives.


Credits
Agency: Isobar, Dentsu Aegis Network Italia Group (MD Michela Bellini)
Executive creative direction: Lavinia Garulli
Head of Art: Nicola Basile
Art Director: Mauro Vitali
Copywriter: Carmen Balestrieri
Account director: Ilaria Perrone
Account executive: Margherita Faenzi
Strategic planner: Silvia Garagnani
Social Strategy: Sergio Fimiani, Matteo Bordoni

Producer: Sabrina di Gregorio
Production company: 22Dogs

Media planning: Simple Agency, Dentsu Aegis Network Italia Group


Born in the United States in 1930, Kentucky Fried Chicken is now the world's most popular chain of restaurants serving chicken. It is the market leader with over 24,000 restaurants in over 145 countries and employs 800,000 people worldwide. KFC began in Italy in 2014 and has 38 restaurants in 12 regions. KFC is a company of the Yum! Group. Brands Inc. which also includes the Pizza Hut, Taco Bell and The Habit Burger Grill brands. With over 50,000 restaurants in over 150 countries, Yum! Brands is one of the largest catering companies in the world. www.kfc.it


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© 2020 Yum! Ltd. All rights reserved. The KFC name, logos and similar signs are registered trademarks of Yum! Ltd.