CASE STUDY: It's Official: Sky Sports Delivered for KFC

Provided by Sky Media
KFC's new delivery platform was hungry to score big in the world of food delivery & became Sky Sports Official Delivery Partner.

What was the Challenge / Background of the Campaign?

The UK is home to the third biggest online food delivery market in the world and KFC Delivery was the newest kid on a field of high-performing players in market. Moreover, their single-brand proposition, meant they needed to drive more precise fandom than their multi-brand competitors.

What was the Campaign Objective?

Fresh from the victory of their Qatar FIFA World Cup ITV sponsorship, KFC Delivery & Mindshare were looking for a long-term partner to keep their flame burning across a broader annual sports calendar. Their goal? To make KFC Delivery a household name during key sporting events by building brand fame, driving positive value perceptions & increasing brand loyalty. They needed a multi-platform partnership with an always-on presence & contextual relevance, while measuring its effectiveness through brand evaluation & econometric methodology to drive app downloads & transactions.

What was the Solution?

Sky Sports, the undisputed home of sport, was a natural choice, but we needed to ensure the channel audience was aligned. We found that Sky Sports News' viewers over indexed for weekly fast food delivery services and regularly eat takeaway chicken; plus 21% of Sky Sports News viewers already ordered KFC regularly. Now it was time to present them with KFC's own delivery service. In this dream team pairing, KFC became the Official Delivery Partner for Sky Sports, bringing chicken cravings home in the midst of adrenaline-pumping sporting moments.

What were the Results?

Our campaign didn't just deliver chicken, we delivered results; and it sent brand metrics soaring, with: • A mouthwatering 57% increase in Buzz and 12% increase in Word-of-Mouth exposure • 18% increase in TOM Brand Awareness and a sizzling 28% increase in KFC Delivery awareness • 5% increase in brand consideration and Sky Households exposed to the activity were +32% more likely to interact with KFC (than those unexposed) • And from Season 1 to Season 2, the campaign saw a whopping 109% increase in transactions and drummed up a 123% increase app sessions.

What were the Key Learnings of this Campaign?

"Showcasing a stellar array of sporting events, Sky Sports provided the ideal platform to bring KFC Delivery straight to millions of homes across the nation, using iconic voices of Sky Sports legends to place KFC Delivery right in the heart of the action. We are immensely proud of the outcomes achieved through our sponsorship of Sky Sports across the year, & being part of the fans' experience during key sporting moments through the highs & lows. The campaign showed that the games results can't be guaranteed, but at least the delivery of delicious fried chicken can be."

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details
25 - 34
35 - 44
45 - 54
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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