KFC launched a new campaign to promote its Boxfull menu line that is abundant in marketing strategy.
Developed by the agency Special, the campaign uses humor to communicate a simple idea: the boxes contain so much chicken that a common cardboard box can barely support the weight.
The whole campaign revolves around a deliberate exaggeration. The new Boxfull includes so much chicken that the box itself seems unable to withstand the abundance.
However, the campaign’s true value lies not in the parody, but in the way it manages to highlight its new economic menu. In a global economy in which consumers are increasingly looking to optimize their budgets, KFC introduces options starting at US$5 without the discourse focusing on the low price.
Instead of promoting the Boxfull as a cheap option, the brand presents it as a hearty and generous meal. The question ceases to be “How much does it cost?” to become “how does all this fit inside the box?” The campaign makes volume the real protagonist. Instead of talking about price, it talks about quantity, making the consumer perceive a purchase with greater value.
In marketing, this resource is known as Value Framing: Changing the framework with which a consumer evaluates a purchase. In this case, the price ceases to be the center of attention and the focus shifts to the amount of product received. As a result, the consumer begins to think about how much they are getting for their money.
More than selling a $5 menu, KFC is selling the feeling for a good deal. The campaign demonstrates how a brand can increase perceived value without changing the price, simply by shifting the focus of the conversation from cost to benefit.