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Gen Z, Millennial Media Opps: KFC tests Beyond Fried Chicken (Score 36)
In other news, KFC's same-store sales grew by 4%, system sales went up 8% and had a net new unit growth of 7% in 2019, per parent company link to see all KFC locations.
KFC has made some additions to its marketing department in the last year. In May 2019, both Celeste Stevens and Christina Ricardo were hired. Stevens joined as an associate manager of performance marketing from Brown-Forman, where she was a digital marketing specialist. Ricardo is a senior marketing analyst, after working in marketing at Tropical Foods. Erin Perry, associate marketing manager, came on in December 2019 from A&W Restaurants, where she held the same title.
iSpot reports KFC spent an estimated $220.7m on national TV ads in 2019, and $26.8m so far this year. It spent $128.7m in 2018 and $209.4m in 2017. It placed ads during programming such as "NFL Football," "NBA Basketball," "College Football," "Family Guy" and "South Park," indicating a male millennial and Gen Z skew.
Sellers-- KFC targets young people and families through meal deals and cheap offerings. It is probably too late to capture dollars for the Beyond Fried Chicken campaign, but there will be opportunities in the future whenever its full-scale release comes. Both digital display and national TV ad spend increased last year, so reach out if you can provide space in these channels. Keep in mind, KFC advertised for the Beyond Fried Chicken through TV, digital and radio ads in the areas the product was released. Those who can reach male millennials and Gen Z will have the most success.
Beyond Fried Chicken should appeal to health conscious millennials; Forbes reports 64% of the generation are striving to add plant-based foods to their diet. The Plant Based Foods Association reports that from April 2018 to April 2019, plant-based meats grew 10% while animal meat only grew 2%, and the total plant-based market is worth around $4.5 billion. KFC is ahead of main competitors Church's with its exclusive chicken deal with Beyond Meat.
Agency readers-- KFC currently uses Edelman for PR. These relationships seem stable for the time being, but we will keep you updated.