KFC launches new value-meal with the help of GrabAds and achieved 10.3x ROAS

Challenge

Fried chicken is big business in Southeast Asia, especially in Thailand, where fried chicken seized the top billing in 2022 as GrabFood’s most ordered dish¹.

With delivery demand booming, fried chicken powerhouse KFC turned to GrabAds to launch their newest lunchtime value-meal. Featuring three different types of fried chicken, the meal promised to satisfy even the hungriest fried-chicken lover – at the unbeatable price of 119 baht. 

Beyond driving sales, KFC also wanted to use the new menu-item to improve purchase intent among existing customers to create longer-term relationships.

Solution

KFC Thailand teamed up with GrabAds to launch a full-funnel campaign aimed at reaching and influencing eaters of all age groups located within delivery range of its 400+ stores on Grab. 

The team placed ads at strategic points throughout the customer journey:

• Native image ads on Grab’s home page, greeting users as they opened the app
• Native image ad on the GrabFood home page targeting hungry people in the market for their next meal

Together, these ads built awareness of the new menu – and kept KFC top-of-mind as users navigated the app.

The team planned to closely track the sales impact these ads achieved on Grab’s platform. They also wanted to understand the brand impact of these ads. So they commissioned a brand-lift study to measure how KFC’s campaign impacted purchase intent and ad recall.

Results

Topline, the campaign delivered 15.9 million impressions with a unique reach of 2.7 million. The  CTR was 1.75% – while 7% of users exposed to the campaign visited KFC’s menu page after either clicking on or within 1 hour of viewing the ad. This contributed to a 2.1% unique conversion rate and 10x overall campaign ROAS.

In terms of brand impact, Kantar benchmarks showed that GrabAds performance exceeded that of more established digital platforms: Kantar’s analysis showed that KFC’s campaign drove 11% uplift in ad recall, which is double their Southeast Asian norms. The campaign also clocked a 10% uplift in purchase intent among existing customers. 

¹ Source: Grab TH Food and Grocery Trends 2022 report