One of India’s most loved restaurant chains, KFC launched its innovative ‘5-in1 Mealbox’ as a surprise lunch time treat for over 1000 Mumbaikars in the maximum city. To deliver this ample, yet affordable meal and get people to sample their tasty new product, the brand associated with Dabbawalas – significant part of office-goers’ life; a first for a quick service restaurant (QSR).
With no dearth of meal options in the city but none serving a complete one to satiate each taste craving, we wanted to portray KFC 5-in-1 meal box as the tastiest and affordable meal for office-goers. To be the best meal in town, we had all the ingredients, next we needed the prefect recipe. While reputed publications actively wrote and promoted the campaign online, their positive feedback resulted in the trending of #KFCBoxwalas all over social media. KFC’s one of a kind milestone campaigns resulted in a sale of 1 million meal boxes in a matter of just 6 weeks.