Fast Food From Home

How do you market something new to Americans? You don’t. You find a subculture that already loves it and create a halo effect.

We’ll bring fast food from other countries served at KFC, Taco Bell, and Pizza Hut to select combination locations and market it to first gen immigrants, the people who actually care about it.

Made with Caitlin Kreinheder (AD) & Carli Aldape (AD)

WHERE?

This activation will only happen in select KFC, Taco Bell, Pizza Hut combo locations, in areas with dense immigrant populations.

WHAT & WHEN?

Yum! Brands will launch limited edition menus from India, Cyprus, and South Korea. The event will take place on August 15, when, coincidentally, all three of the above countries have a national holiday.

TONE

The tone was very important for this one. Threading the line between #IYKYK to talk to immigrants, but still being inviting enough for Americans was tough. So we went with a confident, self-assured tone. Because anything else would’ve been pandering to immigrants or alienating to Americans.

OOH

Each country will have their own OOH to promote the limited edition launch, here is India’s.

PACKAGING

Each country will have packaging that speaks to the uniqeness of the menu items and embodies the look and feel of a care package from home.

IN-STORE POSTERS

Each country will have in-store posters that indulge in the cultural authenticity of the menu items while serving as inforgraphics for people who don’t know the dishes.

PARTNERSHIP WITH USPS

We will create limited edition country-specific stamps that will come with every meal but, hopefully, they’ll become collectibles.

MERCH

Take home a piece of home.

Duolingo

Uniqlo

Oscar Mayer

Bazooka

Chipotle

Bumble

FFFH

Cup Noodle

Barter