KFC wanted to create an emotional connection & drive trial for the Treats category by building a unique proposition that would resonate with the target audience. Increasingly busy lifestyles and growing demand for convenience have contributed to the rise in on-the-go snacking which is enabled by availability, quality, and innovation. This keeps the excitement in the category and stimulates demand for impulse purchases. Despite the variances in price point and distinction, Treats are a product that is hard to own as a category and are often positioned as a reward or celebration.

For Summer 2021 KFC wanted to build a unique proposition, that creates a shift away from the ‘rewards/celebration’. Positioning. Inspired by insights, we created a proposition that speaks to self-care – reaching our audience where they are.