|História|| A project by Brand Platforms to demonstrate the authenticity of a product by breaking the visual codes of the category.|
People are increasingly concerned about the quality and authenticity of food. An even higher concern in the QSR sector.
The consumer has the idea that fast food chicken is not chicken, it is ground chicken paste. They think it's not real, the brands retouch their products a lot.
To demonstrate the quality of our product scientifically. We contacted specialists to X-ray different parts of KFC's fried chicken, documented the process and turned these diagnostic tests into the communication pieces themselves.
It allowed us to further underpin our positioning of quality and authenticity by connecting emotionally and rationally with the consumer. From a relevant and distinctive communication.
|Tipo de Mídia||Case Study|