KFC ou Kentucky Fried Chicken, la célèbre enseigne de restauration rapide fondée il y a 80 ans par le colonel Sanders dans le Kentucky, nous offre toujours des campagnes de communication décalées et réfléchies pour les fêtes (Noël et Saint-Valentin). La chaîne sert 8 millions de clients par jour dans le monde à travers 20 000 restaurants répartis sur 135 pays du globe. Voyons donc ce qu’ils nous ont réservés pour Noël 2020 (en fin de cet article).
Tout d’abord, nous allons remonter à l’année 2019.
Le Beef Bucket
Vous le savez, de par son nom, KFC vend des recettes faites avec du poulet frit. L’année passée, l’enseigne nous poste sur les réseaux sociaux un teasing en image d’un nouveau produit, le Beef bucket, un panier de boulettes de bœuf à partager en amoureux pour le 14 février, date de sortie du produit. Réaction immédiate des clients fidèles, la toile est scandalisée par une telle trahison. le KFC, c’est du poulet frit et pas autre chose.
Un déchaînement contre la marque, des pétitions naissent et sont signées par des dizaines de milliers de personnes pour enterrer le Beef Bucket avant sa mise en vente. C’est un Bad Buzz pour la marque en ce mois de février 2019 et on se demande comment la marque va réagir à cette catastrophe publicitaire…
Le 14 février 2019, jour de la Saint-Valentin, la marque sort une vidéo sur tous les réseaux sociaux de l’enseigne. Le colonel Sanders s’exprime et…coup de théâtre ! Toute cette campagne de communication était un mensonge. Le Beef Bucket n’a jamais existé, c’était seulement une occasion pour l’icone de la marque de faire une déclaration d’amour à ce qui a fait la naissance et le succès de son enseigne… le poulet.
Un exemple incroyable de réussite Marketing, la marque a fait parler d’elle de manière exponentielle sur les réseaux sociaux avant et après l’annonce, elle a créé un véritable buzz, elle avait tout prévu. Ce type de coup de théâtre est un risque au vu des premières réactions reçues sur les réseaux sociaux, toutes les marques ne peuvent pas se permettre de le faire. KFC a une communication décalée, l’enseigne est joueuse et cette campagne s’inscrit parfaitement dans sa ligne éditoriale.
KFC, une tradition à Noël au Japon
Oui, KFC est devenu une petite tradition au Japon à Noël. Mais alors, comment l’enseigne a pu s’imposer dans un pays dont elle n’est pas originaire pour les fêtes de fin d’année? Et bien c’est assez simple à comprendre. Au Japon, 1 à 2% de la population est chrétienne et ne fête donc pas Noël. En 1970, le premier restaurant KFC s’installe à Tokyo. Takeshi Okawara, responsable du développement commercial de l’enseigne au Japon créée alors une promotion pour Noël : “Kurisumasu ni wa Kentakkii” ce qui veut dire Kentucky pour Noël. C’est un baril de fête avec du poulet frit.
Résultat, les premiers japonais ont adoré l’idée et KFC connaît rapidement un succès durant les fêtes de fin d’années. De nos jours, chaque année, 3,6 millions de familles japonaises consomment du KFC à Noël. C’est une petite tradition qui permet de se réunir en famille. Et même si en France il est impensable de manger un menu KFC à Noël ou quoi que ce soit d’autre qui vienne d’un fast-food, l’enseigne au Japon propose des gâteaux au chocolat, fraisiers, champagnes et salades. Le menu total (à réserver) coûte 5100Y (41€).
Le produit surprise pour ce Noël
Nous arrivons à 2020, une année pleine de bonnes surprises (exemple : une belle pandémie). Pour ces fêtes de fin d’année, nous ne savons pas encore si nous pourrons les passer en grand comité. Pourtant, certaines marques trouvent l’opportunité de réaliser des campagnes de communication originales. Pour lutter contre le froid, l’enseigne du colonel Sanders met à la vente un produit non comestible… des bûches de bois à l’odeur de poulet frit pour nos cheminées. 11 herbes et 2 épices viennent parfumer le morceau de bois. Si vous voulez vous réchauffer pour Noël avec une bonne odeur de poulet frit, vous pouvez commander sur le site de Walmart pour 15$. En revanche, on ne vous garantit pas qu’ils vous livreront de l’autre côté de l’Atlantique.
Sur ce, je vous souhaite un joyeux noël avant l’heure.
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