90 Ways to say $1 Chips

"A great approach from a non-traditional data player but showing how insights can be gleaned from broader mediums such as social media."

The Challenge
In fast food, value drives footfall. Period. Traditionally, most value strategies either slash costs or increase product size, trapping the category in a toxic race to the bottom.

The Idea
While working at Ogilvy Sydney as National Head of Social, I worked with the Head of Behavioural Change to help KFC escape this cycle. We identified ‘consumer psychology’ as the missing ingredient in our value strategy, and used behavioural science to unearth 90 different ways to say “$1 Chips”, without altering cost or size.

Using 18 behavioural science principals we came up with 90 different ways to say $1 chips. The top 4 were tested against a control ad on Facebook using a measure of clicks over likes.  

The winner was the principle called anchoring. Our ‘anchor’ was the disclaimer; maximum 4 packets per transaction.

So, the disclaimer became the headline: Our chips for #1 - maximum of 4 per peeps. This was then inserted into a radio spot for our test market in South Australia, where we saw sales increase by 56% (in comparison to the last sales period) and sales of more than four packets per order increased by 89% versus 29% in the preceding period.

We helped change how consumers bought our chips, but more importantly, we gave KFC the confidence to change how they market value nationally.

The Results

• 56% increase in "$1 Chips" sales versus same campaign period in 2014

• 87% increase in 4 x '$1 Chips' transactions versus 29% nationally

• Earned a permanent behavioural test-market in South Australia

The Awards

• AC&E Award 2016 (Data Analytics) - Behaviour Science + Social Media

• MSiX Award 2016 (Creativity Powered) by Science

• MSiX Award 2016 (GRAND PRIX)

The Role I Played
I led the idea and execution of this campaign (social and content strategy, media planning and buying) in partnership with the Head of Behavioural Science.