Louisiana USA – HQ 1826 Sterkx Rd Alexandria, LA 71301
Krispy Krunchy Chicken is a Cajun-style chicken brand, very popular in the southern United States. It has about 2,600 points of sale in 48 states and recently arrived in Mexico with a complete offering of its menu.
The challenge for OrangeStudio was to generate an advertising campaign that reflected the idiosyncrasy of our country, respecting the values of the brand.
We work directly with the marketing team at the Louisana Headquarters to fully understand the business objectives in their opening plan.
In the US, KKC has direct competition from KFC, Burger King, McDonald’s, Carl’s Jr, etc. That is why each new point of sale and its surroundings were evaluated in Mexico.
The analysis showed that KKC was not competing with the same rivals that it competes in the US but that many of the times it was competing with the quesadilla stands, enchiladas on the corner.
Unlike the US, either restaurant or street food tends to be very good and cheap.
OrangeStudio worked on several communication processes in parallel, starting with the branding that was applied for the opening, the development of promotional materials, both printed and digital. The work with the brand was very intense, given the rotation of promotions that was designed month by month in conjunction with the brand.
Related packages were created for each location taking into account the surroundings, type of client, type of neighborhood, purchasing power and customs.
For example, in Mérida we had an industrial park very close to one of the stores, here we created packages for truck drivers, in Cancun one of the stores is located in a residential area, here family packages were created, and so in each of the points selling.
“The analysis showed that KKC was not competing with the same rivals that it competes in the US but that many of the times it was competing with the quesadilla stands, enchiladas on the corner.”
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