China Food

Kentucky Fried Chicken has signed a contract with once again. This time, it will broadcast all-round “crystal” color

KFC, with more than 8000 stores, has ushered in its 35th year in mainland China.

Today, KFC China officially announced the brand-new brand spokesperson Guo Jingjing, and will bring a series of activities covering from new products to corporate social responsibility.

With the first store settled in Beijing in 1987, KFC has been with us for 35 years and has become an indispensable catering scene in the memories of many post-80s and post-90s generations.

On the occasion of the 35th anniversary, what kind of sparks will be generated by the cooperation between the national brand KFC and Guo Jingjing? After the 35th anniversary, what new actions will this catering chain enterprise take in the mainland market? Let’s take a look.

国民正能量

Guo Jingjing, who is also a “post-80s generation” like KFC China, wrote a brilliant achievement on the diving platform.

Less than 7 years old, Guo Jingjing started her diving career at the training base in her hometown of Baoding, Hebei. Five years later, at the age of 12, she was selected into the Chinese national diving team, now known as the “dream team”. In the following 18 years of her career, Guo Jingjing won 31 World Championships, including 4 Olympic champions and 2 runners up. She is affectionately known as the “Diving Queen” by Chinese people.

These medals and honors are the best praise for Guo Jingjing’s consistent original intention, upward, tenacity and hard work. After announcing her retirement in 2011, Guo Jingjing also served as a member of the diving technical committee of fina in the diving events of the Tokyo Olympic Games. At the same time, she has been constantly active in the public welfare field and continues to shine in a broader world.

Every time Guo Jingjing appears, her qualities of fearlessness, courage, self-confidence and freedom can always inspire and move the Chinese people. These are exactly the brand concepts that KFC China hopes to convey to consumers.

Wang Tao, general manager of Kentucky Fried Chicken, told xiaoshidai: “Guo Jingjing never forgets her original intention and works hard. She is full of positive energy and inspiring upward force, which is very consistent with the brand spirit of Kentucky Fried Chicken rooted in China and free together.”

It can be seen from the figures in the posters of KFC in recent years that the brand not only cares about the preferences of young people, but also whether the spokesperson can convey positive brand energy.

From the cooperation with Lang Ping, former head coach of the Chinese women’s volleyball team, in the new year in 2020, to the cooperation with Wu Dajing, an athlete of the Chinese men’s short track speed skating team, and Su Yiming, a gold medal winner of the 2022 Beijing Winter Olympics in 2021, more and more faces of the times with positive energy have been brought under the leadership of the Chinese spokesperson team of KFC.

Lang Ping led the Chinese women’s volleyball team to turn the tide at the last moment, creating the miracle of the Olympic women’s volleyball team winning the gold medal, and let the Chinese people see the sports spirit of never giving up and fighting to the end; Wu Dajing won the world record in the men’s 500m short track speed skating final of the Pingchang Winter Olympics in 2018; Su Yiming, a newborn calf, is not afraid of tigers. He won the silver medal in men’s slope jumping skills and the gold medal in the big jump at the Beijing Winter Olympics, becoming China’s first snowboarding Winter Olympic champion.

It is reported that as the official catering service sponsor of the 2022 Beijing Winter Olympic Games and the winter Paralympic Games, yum! China

In 1987, KFC opened its first store in mainland China in Beijing. Later, with the hot and spicy chicken drumstick, family bucket, hot and spicy chicken wings, old Beijing chicken roll, snow top coffee and other popular products launched on the menu, KFC gradually occupied the childhood memories of consumers after 80, 90 and even 00, and grew up with generations.

On the way to further develop the Chinese market, KFC not only has the above-mentioned classic products, but also constantly introduces new products with local characteristics and cost-effective, so as to seize the stomach of local consumers.

For example, in this year’s “every side is China” activity, KFC restaurants all over the world successively selected one of the authentic breakfast new products such as beef rice noodles, scallion oil noodles and beef hot and dry noodles, and limited them to the market. The price of new products and corresponding packages in the activity theme menu is between 11-21 yuan, with an average price of 15.3 yuan.

In order to celebrate the 35th anniversary of entering the mainland of China, KFC launched classic product promotion activities for five consecutive weeks from June 20 to July 27, focusing on those enduring products. Finger sucking chicken at 2.5 yuan, spicy wings at 6.6 yuan, hamburger at 9.9 yuan, family bucket at 59 yuan, etc., plus coupons and vintage posters of “Yeqing Hui”.

These not only bring us the return of price, but also open a door to the past, where there are family, friends and us when we were young. Now, after 35 years of baptism, KFC will continue to act as a participant and striver for a better future, accompany Chinese consumers with its national brand strength, and write a new chapter with them.

Obviously, companionship can not only be verbal. It is reported that in order to make “accompany” more specific, KFC and Guo Jingjing will cooperate to carry out a series of activities, covering new product launch, corporate social responsibility and other aspects, to create multi touch and all-round concept output activities, constantly deepen consumers’ awareness of the brand and stimulate new feelings.

The snack generation learned that because the whole family bucket is deeply loved and praised in the price return activity, KFC will also bring “the whole family bucket returns 59 yuan” to consumers from August 15 to August 17, with Guo Jingjing’s official publicity, and bring two “return price” return activities for the whole family bucket to consumers, so as to open a new spokesperson’s journey with hot energy.

未来可期

Next, the “KFC’s delicious hamburger menu” will be launched in September. As the brand spokesperson, Guo Jingjing will recommend three types of hamburgers – the brand-new golden spa chicken steaks, the super value juicy tender beef burgers, and the high-quality juicy thick beef burgers. With the sincere price for 28 consecutive days, all consumers will be able to eat delicious and inexpensive hamburgers, “so that every moment of life can be enjoyed.”.

In October, Guo Jingjing will call “KFC food station” together with the brand in the capacity of “KFC brand care ambassador”. KFC food station will distribute the unsold surplus food within the warranty period to the people in need free of charge. This project is committed to bringing the public welfare model with temperature into the community, practicing resource conservation and maximum utilization, reducing food waste, and building a natural and good environment with community residents.

According to the calculation of a third-party professional organization,

Kentucky Fried Chicken has signed a contract with once again. This time, it will broadcast all-round “crystal” color

为庆祝进入中国内地35周年,肯德基自6月20日至7月27日连续5周推出了经典产品促销活动,正是围绕那些经久不衰的产品。2.5元的吮指原味鸡、6.6元的辣翅、9.9元的汉堡、59元的全家桶等,再加上“爷青回”的优惠券和复古海报。

这些不仅仅为大家带来了价格的回归,更打开了一扇通往过去的大门,那里有年少时的家人、朋友和我们。如今,经过35年岁月洗礼,肯德基还要继续担当美好未来的参与者、奋斗者,用国民品牌力,陪伴中国消费者,并与之一同书写新篇章。

显然,陪伴不能只有口头行动。据悉,为了让“陪伴”变得更加具体,肯德基与郭晶晶合作将开展一系列的活动,覆盖新品上市、企业社会责任等层面,打造多触点、全方位的理念输出活动,不断加深消费者对品牌的认知,激荡起新的情怀共鸣。

小食代了解到,由于在价格回归活动中,全家桶深受喜爱与好评,伴随着郭晶晶代言官宣,肯德基还将在8月15日至8月17日,为消费者带来“全家桶再回59元”的活动,为消费者带来两场全家桶“回归价”返场活动,以火爆能量开启新代言人之旅。

紧接着,将在9月推出“肯德基晶晶有味汉堡大菜单”。郭晶晶将以品牌代言人的身份推荐3款汉堡——全新的黄金SPA鸡排堡,超值的汁汁嫩牛堡,和高品质的汁汁厚牛堡,并且以连续28天的诚意价,让所有消费者都能吃到好吃不贵的汉堡,“让生活的每一刻都能津津有味”。

10月,郭晶晶将以“肯德基品牌关爱大使”的身份,与品牌一起为“肯德基食物驿站”打call。肯德基食物驿站将尚在保质期内、未售出的余量食物免费发放给有需要的人,这一项目致力于让有温度的公益模式走入社区,践行资源节约和最大化利用,减少食物浪费,与社区居民共建自然自在的好环境。

自2020年9月推出后,“肯德基食物驿站”已在全国51个城市超过250家肯德基餐厅设立。根据第三方专业机构测算,2022年第二季度全国肯德基餐厅通过“肯德基食物驿站”送出余量食物,为地球减少近98吨碳排放。

随着郭晶晶加入,正能量叠加相信能为这一项目带来更多关注度,让更多的人了解品牌倡议,关注节约粮食、低碳环保等议题。

除了全新品牌代言人,站在35周年之际的肯德基,还迎来了最新的品牌口号“一起自在”。

值得注意的是,“一起自在”这一标语更加强调了肯德基“陪伴者”的身份,邀请所有心怀美好、奋力向前的人,与肯德基一起让美味自在、让生活自在、让环境自在,也展现了品牌“以美味为基础,为人们打造共同的自在生活”的宏大愿景。

据介绍,在未来,“一起自在”这一理念将贯穿品牌后续活动,包括产品创新、企业社会责任、员工沟通、服务社区等方面。

不难看出,经过35年耕耘,肯德基中国的足迹已经延伸到行业以外,发展至餐厅以外的更多场景和对所在社区的关怀,以产品为基石的同时,也更加注重与消费者的情感共鸣,增加品牌粘性。

随着肯德基继续扩张,该品牌还将把“一起自在”的主张带到更多城市,陪伴更多消费者。

自上世纪80年代以来,肯德基陪伴了一代中国人成长,成为不少人心中经典珍贵的回忆载体。如今,一顿80年代可能只出现在考试满分、生日派对等特殊场合的肯德基,已经能走进千家万户,为一日三餐提供丰富选择。

“怀旧牌”屡见不鲜,但肯德基中国这张牌,不仅带着消费者回忆青春时光,也是以积极的心态向前看,携手全新的代言人和口号,规划更加美好的未来。

可以期待,以35周年为起点,肯德基中国将继续为时代奋斗者送去一份份温暖治愈的陪伴力量,令畅享美食、一起自在成为更多人的日常。

关注“小食代(微信号:foodinc)”,回复“肯德基看精彩消息。


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