Let’s say you are the CEO of a convenience store and one of your products needs to be recalled quickly due to safety issues. What should be your first step? Traditional advertising such as TV or newspaper ads may be an option as your second or third step but it certainly should not be your first solution because it takes time to execute! What if this delay in time causes your consumers even more harm?
In my opinion, going digital is the way to go in situations like these. In this day and age, it is essential for businesses to have digital platforms such as websites, social media accounts, mobile apps or blogs, etc. They are not super costly to develop and operate and most importantly, they can help get any message out quickly, efficiently and inexpensively.
KFC is an example that I came across recently. Heard of their $10 Popcorn Chicken Bucket promotion this past few weeks? Apparently they were so popular that KFC actually ran out of those cute paper buckets! So as a contingency, they are substituting the round bucket with two small paper boxes.
They then need to notify their potential customers to avoid confusion and disappointment. How did they do so you ask? Instead of publishing a newspaper ad (who does that anymore anyway), KFC made a short video/GIF of them pouring popcorn chicken into the round bucket from two small boxes to showcase that the quantity of popcorn chicken is the same regardless. Check it out!
Source: KFC’s Facebook
I think the way they handled the situation was brilliant! It was visual and easy to understand. On top of the video, KFC also actively replies Facebook comments, whether it be apologizing for bad service or personally encouraging people to try their products. Overall, their Facebook account is very engaging and well-managed, and I think that’s why they have over 45,806,560 likes! Take a look at some examples!
All in all, I think it is absolutely necessary for businesses (regardless of size) to properly manage their online platforms. The use of internet and social media has grown so rapidly that businesses need to delegate at least one person, if not a team to specifically operate its digital platforms. Well-managed and engaging platforms can make businesses appear more professional, on-trend and also connected with its consumers.
Do you agree with me? Do you think KFC did a good job with their popcorn chicken “save”? What other digital alternatives could they have done? Share your thoughts!
Why Digital? 
Hey! I think that KFC reacted to the packaging shortage effectively and timely which is great in an industry like hospitality/fast food. I also think the use and incorporation of the trendy Gif was a great way to communicate with their targeted consumer. Do you think they have this video playing in their bricks and mortar store as visual guidance to the consumer IRL?
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Hey yea that’s what I thought, I think they chose an effective online platform as well as visual presentation for their target segment (probably young adults) and reacted very timely. As for displaying this video in their stores, I haven’ been to a KFC since this bucket shortage but I reckon they definitely should include it there so that their staffs don’t need to repeat it to every customers. Thanks for commenting! 🙂
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Well I was attracted by KFC since I was hungry. The idea of making ads visual rather that words is more efficient, I think. How ever, will just this one short GIF be enough? I think they can try different short GIFs to attract customers.
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Yea exactly, visual ads are definitely more efficient and appealing than wordy ads! At least for the food industry I guess. Well, as far as I know, KFC always posts visual short videos/GIF for new products or just existing product promotions. It seems pretty successful to me, but if I were their marketer, perhaps they can develop a game on a mobile app (very much like McDonald’s monopoly) to attract even more customers? Thanks for commenting! 🙂
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Definitely believe that which you said. Your favorite justification appeared to be on the internet the easiest thing to be aware of. I say to you, I definitely get irked while people think about worries that they just do not know about. You managed to hit the nail upon the top and also defined out the whole thing without having side-effects , people could take a signal. Will likely be back to get more. Thanks
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