Just when we thought that KitKat did a great impromptu promo strategy during the downtime of Facebook few months ago stating that Facebook is taking a “break” which the product’s tagline, KFC now sees the opportunity with the current situation of Jollibee in regards with the scarcity of their products in their menu including their famous Chicken Joy. It has been awhile since there were lacking of food products in the menu of the Filipino food chain which include their fresh fries, spaghetti and burgers because of the system change that affects the process of delivery of the raw ingredients in several key areas in Metro Manila.
With the scarcity of Jollibee Chicken Joy, KFC sees that opportunity to market their main food product which is chicken of course. With the campaign tweeted by @KFCPhilippines they posted: “No such thing as #ChickenSad in the house of #SoGood.” This campaign was very straight forward which gained positive responses which according to netizens it is witty.
In terms of advertising in the Philippines, it is rare for a product to do straight forward comparison and addressing their competitor aside from laundry and bath soaps that are very rampant on TVC comparison. With this campaign KFC took advertising in the Philippines to the next lever and that is addressing what is lacking with their competitors and suggesting their product as better option.
Let’s wait how Jollibee reacts and how KFC continue the said bandwagon
