BIG Deal Value Wraps
Agency: Mother
A fierce battle ensued on high streets across the country. The title for the cheapest wrap was under threat and KFC needed a bold strategy to take the claim from McDonalds £1.99p wrap.
Directly competing with an already competitive price we boldly made the KFC wraps of the day £1.98 smashing competitors prices nationwide.
As part of their value range, the humble Wrap of the Day needed to sit in their ‘product on a white background’ world, but at the same time give a strong aroma of heroism. I created a heroically lit visual direction with the wraps held high and proud with a beam of dramatic lighting across the image.
The fully integrated campaign utilised expertly crafted copy channeling the likes of mortgage and energy suppliers’ advertising lines, encouraging people to switch their “wrap provider”. Activation included wrap of the day parties in a KFC restaurant and a “wrap battle”.