KFC plays the value game with a ‘Wow Menu’

WATCH the ad film created by Ogilvy & Mather here

Mar 22, 2013 02:31:00 PM | Video | Campaign India Team

KFC has rolled out a new TVC for its 'Wow Menu', which comprises items in the price range of Rs 25 to 69.

A film to promote the new menu opens with three youngsters standing outside a KFC store. They are shown drooling over the food people are eating inside the store. It turns out that they are out of money, and haven’t been to KFC for many days. Enter ‘Wow Menu’, with a thud. The new range starting at Rs 25 is introduced. The next shot shows the three of them inside KFC.

On the new campaign, Ajay Gahlaut, executive creative director, Ogilvy & Mather, Gurgaon, said, "KFC is entering new territory with its value launch, as its taste has always been thought of as the best, and therefore expensive. The task wasn't just to communicate the low-price menuu, but also retain the great taste factor. This communication did just that and summed it up with a line that could become a catch phrase for the young - 25 mein khao, kha ke bolo wow!"

On the new range, Tarun Lal, general manager - KFC India and area countries, said, “This menu range combines two of our promises – great taste and an unmatched value proposition.” He added that the response to the new menu has been very encouraging within a few days of launch.

The brand has also launched a web and mobile application that uses augmented reality via webcams or mobile phone cameras. The app ( www.kfcwow25.com) scans rupee notes and shows animated choices of meals one can purchase with the money.