It is no easy business to create an advertising campaign or television commercial that resonates with viewers, however a small number of companies have managed to do just that by creating advertisements that are fresh and brilliantly executed, and most importantly get astrong positive response from viewers. Good advertisements are not easy to make How many advertisments can be labelled as outstanding?
Companies make use of the marketing mix to promote its brand or product in the market. The 4Ps are used in the typical marketing mix, namely, Price, Product, Promotion and Place. Lately companies have been placing more emphasis on the other P’s in the marketing mix to include Packaging, Positioning, People and even Politics as vital mix elements.
Each element of the marketing mix plays a role and influences and impact on each other. The company’s business plan needs to include the marketing plan and if successful will have an impact on the company and its success. Bad marketing and the business could take years to recover. Companies need to include multiple stakeholder in the marketing mix to understand the market by conducting market research.
Companies can either decide to make use of product advertising or institutional advertising. If the company wants to increase sales they make use of product advertising. If companies want to promote the company and their brand, then they will make use of institutional advertising.
The most important roles of product advertising are:
1. Pioneer Advertising that points to primary demand for the product. It is relevant during the introduction phase of the product. Since the product is new the pioneer advertising is promoting novelty and set new trends.
2. Competitive Advertising is pointing for demand increase for specific product of the company. Since the product is in the phase of growth or maturity, competition is developed and active. Therefore, the goal of competitive advertising is to differentiate product from the competition and to increase or protect sales volume.
3. Sustainability Advertising has a goal to keep the loyal segment of customers. The Sustainability advertising is reminder advertising that makes sense for established and developed brands.
Institutional Advertising is wider than the product and cannot be used as standalone and needs to be used in conjunction with product advertising to achieve the best results.
Institutional advertising is all about building the companies brand and public opinion and the contribution they make to the communities they operate in.
The most common channels of communication when it comes to advertising is television, pamphlets, billboards, newspapers and magazines. More and more companies have taken to social media as a channel of advertising.
The Nando’s ad takes a look at memorable moments from the history of South Africa going back to the day the late Nelson Mandela was released from a Cape Town prison to the pastor who sprayed Doom insecticide on his congregants to the latest Gupta family scandal.
The Chief Marketing Officer of Nando’s Southern Africa, Mr Doug Place, stated that it is Nando’s intention to create smart, slick and uniquely South African advertisements that are funny. Ho goes on to say that Nando’s is inspired by events within South Africa and give a voice to some of the issues we face as South Africans in challenging times. As South Africans we have always managed to fix and change what needs to be fixed, and their “We can fix s#*t advert is a reminder for us to do it again.
Even though the advertisement is meant to be funny, the message they are conveying is simple “We South Africans have somehow always fixed our problems‚ and we can do it again”.
KFC has taken the decision to do straight talking adverts. With continual “Fake News” and “Data Breaches” and propaganda spread online, consumers and people in general have become cautious and somewhat suspicious of the information they read and see, and with good reason. It seems a daily occurrence that we are exposed to a new corruption scandal, or a campaign to spread false information.
KFC tries to poke fun at the techniques companies use to promote their product and / or brand. KFC’s ‘Honestly Finger Lickin Good advertisement shows you a life many wish we had before ending with a simple bucket of chicken and the line “It’s honestly finger lickin’ good”.
According to the author of the book Emotional Branding, Mr Marc Grobe,, “the biggest misconception in branding strategies is the belief that branding is about market share. When what it is always really about is mind and emotions share.”
Nando’s’ challenges KFC despite being a relative small brand in comparison to KFC.
Nando’s is a challenger brand as they are not as big as KFC and don’t have the same marketing spend and need to differentiate themselves from the other competitors in the market. Rudi Kruger stated in his 2006 article Challenger brands versus market leaders, that for every Rand spent on Nando’s advertising yields yet another five Rands work of exposure. Why? Because we as the viewers enjoy the ads so much that we actively re-tell them to our friends.
When it comes to fast food, Kentucky Fried Chicken (KFC) is by some margin the most prolific brand in the country, with more than 700 stores spread across the country. Nando’s has over 300 stores in South Africa (over 1000 stores internationally in 30 countries) is largely considered to be South Africa’s most successful food franchise, despite only being the 6th largest franchise in South Africa.
1.1. Nando’s and the Marketing Mix
1.1.1. Product: Nando’s is a combination of fast food and casual dining experience, it is orients its strategy towards a relaxed restaurant atmosphere with changing design unique to each store. Nando’s made spicy (if not hot) chicken famous and their main dishes are served with various side dishes and the consumer can chose the flavour and intenseness of the peri peri.
The advert does not show or refer to any Nando’s product and continues with their advertising campaign around creating controversy to draw attention to their product.
1.1.2. Price: Fast food does not mean cheap food, however Nando’s is quite affordable in comparison. Each country that Nando’s operates in has a different pricing strategy due to the disposable income and the cost of labour and raw materials. To entice the consumer to spend less for more, Nando’s offers set meals at affordable pricing.
The advert does not show or make reference to any pricing, it is all about the story and the humour to draw the consumers attention.
1.1.3. Promotion: Nando’s makes use of social media to convey their brand and have embraced the digital sphere. They use direct Marketing on Facebook, Instagram and Twitter (where they have a large following of over 3 million people) and have seasonal offers and promotions. Nando’s want to differentiate themselves from competitors by promoting brand identity.
Nando’s prides itself in the number of times their advertisements are viewed online and liked and shared. The aim is to get consumers talking about the Nando’s advert and in doing so draw attention to their brand.
1.1.4. Distribution: Despite having over 300 stores within South Africa, they still, they analyse the population, exposure and neighbourhood in order to determine whether or not it’s suitable for the brand image of the restaurant.
Nando’s are primarily situated in or near large shopping centres that draw large numbers of consumers, and in doing so exposes their brand to the consumer.
1.2. KFC and the Marketing Mix
1.2.1. Product: KFC primarily sells chicken in form of pieces, wraps, salads and sandwiches. While its primary focus is fried chicken, KFC also offers a line of roasted chicken products, side dishes and desserts.
The advertisement although trying to convey a story of false perceptions and how companies link their product to the nicer things in life, KFC makes sure that their chicken pieces are clearly visible in each scene and ends of with a bucket of chicken with the tag line “It’s honestly finger lickin’ good”
1.2.2. Price: KFC is considered to be more expensive in comparison to other chicken outlets. KFC follows both optional pricing and mixed bundling pricing. A consumer can buy dishes from the basic menu and go for add-ons (Optional pricing) and there are combo offers which comprise a mix of items.
The advert does not show or refer to any pricing and is centred around the product and the tag line “It’s honestly finger lickin’ good”.
1.2.3. Promotion: By making use of reminder advertising campaigns, KFC is wanting to stimulate repeat purchases by reminding consumers of how good they felt the last time they ate KFC. The KFC logo is always prominent is all advertising and the smiling Colonel on a bucket is one of the most recognized brands and faces in the world.
The advert shows consumers chicken and with the tag line of “It’s honestly finger lickin’ good” the intention of the advert is to remind consumers why they like KFC.
1.2.4. Distribution: KFC place their outlets in strategic areas that are close to areas populated by youngsters and young adults such as schools, colleges, universities, offices complexes and shopping centres.
KFC are also situated in or near major shopping centres to draw attention to their brand, however KFC is also known for positioning itself in easy to access locations on or near major roads to draw attention to their brand.
2. How the adverts contributed to the brand
It has almost become the norm with many a consumer eagerly awaiting the next Nando’s advert to bring a smile to their face with for their controversial advertising and “The We can fix our s#*t” advert continues this trend and lives up to the brand and consumers expectations.
When you mix social media with creativity and humour you get a recipe for success as has been shown by Nando’s. It is just as important to interact with your customers, understanding what your customers want s and knowing who your customers are as it is making a great product to consume.
Marketing professionals agree that if your brand can get away with it, have fun with your marketing campaigns, and remember as far as content goes, local is always lekker. Nando’s does not forget that authenticity and humour is a powerful marketing tool.
The President of KFC, Mr Kevin Hockman, stated in a Forbes magazine interview in October 2017 that “KFC got away from its core values.” Hochman understood that Sanders was a marketing genius who created a persona, and he has set out to reclaim the brand cues that the Colonel established: the red striped bucket, the secret recipe, the phrase “Finger Lickin’ Good.”
The last couple of decades have been challenging for KFC, while the chicken business has been booming. KFC took the decision to move away from Kentucky Fried Chicken by rebranding themselves as KFC in an attempt to move the customers attention away from “fried” and the link to unhealthy fast food. However, is has become apparent that the consumer is buying KFC for the mere fact that they enjoy the taste and texture of the product. since Colonel Sanders was making it himself in his little restaurant, the recipe and technique hasn’t changed. People do things for their own reasons, and when it comes to purchasing and consuming fast food, consumers answer is almost always, say it is “Because I want to.”
KFC has taken the decision to promote the actual reason why so many consumers purchase KFC, it is because it is known as Finger Lickin Good, so why shy away from it, embrace the slogan. By advertising Finger Lickin Good, KFC is staying true to its brand.
3. Similarities and / or differences between the campaigns
The only similarity between the two advertisements is the fact that both Nando’s and KFC both compete within the chicken fast food industry. Nando’s makes use of primarily tongue in cheek advertising whilst KFC primarily focuses on one of their products, whether it be chicken pieces, burger or boxmaster.
Nando’s owes its success to 3 important ways of generating word-of-mouth, all recognizing that their consumers are their best brand advocates and setting out to convert everyone into a consumer:
1.Successfully reaching out to target audiences and injecting the brand into their conversations
2. Treat your customers right and they will remember it. Always be responsive and sincere brand
3.Cause a stir occasionally with humorous and uncommon marketing campaigns or stunts
KFC is going back to one of their original advertising messages of Finger Lickin Good and its advert aims to remind consumers why they purchased KFC all those years ago and why they should still be purchasing KFC.
Nando’s does not show any of their products in the advertisement, whilst KFC continually has their core product in every picture or scene. As much as Nando’s advert can go viral within minutes, it can sometimes land them in trouble, as their spoof adverts comment on social, cultural and political issues in an unconventional manner. Their mocking and viral marketing campaigns include The Last Dictator Standing, Julius Malema calling for change and the 2012 Diversity ad, which took a controversial approach to xenophobia in South Africa, and was quickly banned by television broadcasters.
4. Were the objectives of the marketing campaigns reached
Nando’s primary advertising campaigns focus on being controversial, so there We can fix our s#*t advert can only be considered a success. The YouTube video achieved 434, 811 views and was liked 1,208 times with only 45 dislikes.
KFC ad is all about honesty and the core product, chicken. If their intent was to draw your attention to their chicken they succeeded as every scene depicted in the advertisement has chicken. The KFC – It’s Honestly Finger Lickin Good! YouTube video achieved 511,114 views and was liked 226 times with 20 dislikes.
It is unknown it Nando’s and KFC sets a target for the number of likes and shares and do not publicly make known the objectives of each marketing campaign so it is difficult to make any assumption or conclusion as to whether or not Nando’s or KFC achieved their objective.
If we are look purely at the numbers then KFC achieved more views, but this does not mean they were more successful. Nando’s achieved 28% likes whilst KFC only achieved 4% likes. Despite Nando’s achieving fewer views, more people liked the advertisement compared to KFC.
It is unknown how many times each advertising campaign was aired on national television and how many times each advert was viewed and as such do not know what impact each impact had on consumers and their purchasing patterns.
5. Analyse the full impact of both campaigns on the fast food/quick service restaurant industry (QSR)
Both Nando’s and KFC’s primary target market is the middle class (LSM 6 – 10). Claire Hayworth a consultant at Eighty20 stated at the Marketing Mix Shopper Insights Seminar held on 24th November 2014 at Sunnyside Park Hotel, Johannesburg that 11,4 million people made up LSM’s 5 to 10 with 5.988 million in LSM5-6, 3.137 Million in LSM 7-8 and 2.360 Million in LSM 9-10.
It is my opinion that Nando’s advertisement was more impactful because it draws my attention to actual events within South Africa and reminded me of what has made South Africa great and areas that as a country we need to work on to improve. As a consumer I know what product both Nando’s and KFC offer and as such prefer advertising that entertains me whilst at the same time reminds me of the brand.
To get the most out of Fast Food advertising, companies need to make use of sensory branding. Sensory branding is based on the idea that consumers are most likely to form, retain and revisit memory when their all five senses are engaged during the process of buying products or services. The five senses are Sight, Sound, Smell, Taste and Touch.
KFC is more successful in sensory branding as they always have their core product first and foremost in their advertising (sight) and make use of their core slogan on several occasions (both sight and sound). By visually seeing the product and hearing Finger Lickin Good, it almost makes the viewer actually taste and smell the chicken.
In the quick-service world, there is a clear expectation for customers who join the drive-thru or in-store queue: to get quality food fast. The KFC advert continually
Nando’s has found the correct advertising recipe to take a boring industry and have found an effective way to engage with their audience. While KFC is stuck in the “boring” mindset, Nando’s has established itself as a valuable part of the online conversation and growing their business in the process.
KFC needs to take more advantage of social media, find topic that will engage with their customers whilst not forgetting one aspect that makes Nando’s successful, Humour, humour, humour. To create engagement and make a product interesting, humour can go a long way. If KFC can find anything that can make fun of their product or service, then they should use that to create interesting and funny marketing copy, advert, slogan or banner.
Within reason, KFC can also go for the shock factor to engage the audience. This could be a little tricky but with creative thought and some quality control their message can become quite powerful. A message, advert or promotional copy with an emotional and positive connections can turn a boring or unconventional product or service into an appealing one.
Communicating their message in a creative way and pushing the envelope will increase engagement and take their (KFC) brand from being boring and me-too to being fun, interesting and appealing.
5.1. Three Strategies that can be applied to KFC
Research has shown that companies only have 60 seconds to capture your audience’s attention when it comes to advertising. If this is true then KFC needs to make use of the 60 seconds to their advantage and engage with their audience for the entire 60 seconds and offer a reason or reasons as to why the audience should go out and purchase their product. Advertisements that have an emotional appeal are more successful and needs to focus o the people who are going to buy it.
Ogilvy & Mather Germany’s Chief Creative Officer, Mr Stephan Vogel, stated in the Harvard Business Review of June 2013 that “Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and builds a fan community…faster.”
KFC needs to come up with an original ad. An Original ad comprises elements that are surprising and rare, or that move away from the commonplace or obvious. It seems as if KFC advertising has become obvious, everything is focussed around their chicken.
KFC has the Add Hope Campaign where every customer is (should be) asked if they want to donate R2 to the Add Hope Fund to feed hungry children within their communities. According to the KFC website (https://kfc.co.za/addhope) over R387-million has been raised through The Add Hope initiative to help in the help against hunger since starting six years ago. KFC has partnered with over 137 beneficiary organisations to feed over 120 000 children across the country nutritious meals. Why not create an advertisement that shows the results of the Add Hope Fund? KFC’s advertisements need to appeal to their customers emotions.
5.1.1. Strategy 1 – Marketing Strategy and Communication
Decide on what channels of communication are going to be used and then chose an appropriate marketing strategy to communicate with the customers using that specific channel. Certain target markets prefer certain communication channels, so making use of radio advertisements may be a complete waste of money if the intended target market doesn’t or rarely listen to the radio. KFC needs to understand that South Africa is the Rainbow nation and as such needs to tailor their ads to the demographics and not make use of the same advertisement over multiple TV channels as each TV channel appeals to a certain demographic. KFC needs to think about their target market’s habits, hobbies and after-hours entertainment when choosing channels to reach them. Where do their customers and potential customers like to spend their time? Where are they most attention to information about their products.
South Africa as is the case globally has embraced technology and more recently smart phones. KFC should run a mobile marketing campaign that can generate leads and use it for consumers advise as to improve on the brand. It seems every day some or other insurance company is sending out hundreds if not thousands of SMS asking if you are happy with your insurance cover. KFC can make use of this to ask consumers if they want to receive weekly updates on any specials and competitions.
5.1.2. Strategy 2 – Create a time line / action plan and measurement
Launch the campaign in line with a sporting event or when the schools go on their holiday break and run advertisements at different times during the day on different mediums and measure the impact on sales on the day of and days after the advertisement. For example, on Monday run the add during the hours of 06h00am and 08h00 am and measure the uptake in sales. Then on Wednesday run the advertisement during the hours of 11h00 and 13h00 and measure the uptake in sales. On Friday run the advertisement during the hours of 18h00 and 20h00 and measure the up. The advertisements can be limited to one communication channel or multiple channels.
KFC should take it one step further and combine the advertisements into local online marketing platforms. KFC can select for example one metropolitan area and focus on the local online media and local newspapers to advertise and then measure if there was an increase in revenue in the specific metropolitan.
KFC need to continually evaluate the success of their advertisements by going back to their marketing objectives and measure what they have done.
5.1.3. Strategy 3 – Tweak and repeat as necessary
If the data for example only shows a 2% increase during and after the Monday morning advertisements, a 15% increase during and after the afternoon advertisement and an 8% increase during and after the evening advertisement then KFC should focus on advertising during the afternoons. If the data for example shows little or no growth then the question must be asked if the advertisement itself is at fault or if it was their other contributing factors.
KFC should make use of different forms of advertising and in different formats and select the best medium for each area and continually consult with consumers as to what draws their attention. One advertisement run over all mediums throughout the country will not draw favorable results from all the consumers
Any marketing campaign is better than none, but the best marketing campaign is the one that gets the results that you want and that takes some planning and a coordinated effort.
KFC needs to go back to the drawing board, engage with consumers and focus groups and come up with an advertising campaign that draws attention, is funny but also controversial that makes people talk and is acceptable to all cultures.
Marketers have understood the importance of emotion in marketing for years, and since today’s consumers have abundant access to a range of brands—and their competitors—a positive emotion is more important than ever to the conversion and retention process. Surprise Consumers, But Don’t Shock Them, Many of the most memorable ad campaigns around tend to be funny.
If an audience doesn’t pay attention to your ad, there’s no way it can be effective so understanding what customers want is fundamentally important and to do this KFC needs to adapt and continually change the way is advertises.
In 2014 the annual turnover for the South African fast food industry was estimated at R302 billion with consumers aged 16 years and above increasing from 66% in 2009 to 80% in 2014 according to the 2015 Fast Food Industry Landscape Report released by Insight Survey.
Fast Food and Quick Service Restaurants are ideally positioned to make use of new social media advertising techniques such as SMS, WhatsApp, Facebook and Twitter. The faster you can get your message spread by consumers the easier it is to create a winning social media advertisement.
With the busy pace of everyday life, consumers embrace fast food because it fits well with their lifestyle and because it looks and tastes good.
Companies need to make consumers feel like they are part of the family and great advertising campaigns do just that. Marketing is not an event it is a continual process and requires planning, innovation and goals, but it does not have to be a complicated process. Companies however need to get out there and work at it if they want to achieve their goals.
Nando’s advertisements are very much reactive in nature, and can be seen as tongue in cheek, many South Africans (not only consumers) eagerly await a new Nando’s advert shortly after a significant scandal has made headlines. Nando’s has embraced social media and have made a success out of their advertisements that are funny and controversial advertising, and will do good in keeping with this. However, Nando’s also needs to draw more attention to their actual products and the Healthier Aspect of their food.
KFC as the largest fast food outlet has numbers on their side and the fact that so many consumers purchase KFC because it is “Finger Lickin Good” goes to show that despite all the attention healthy alternatives are getting and consumer bodies wanting fast food companies to make public exactly how much fat is in each meal, the consumer is still king.
KFC needs to understand its consumer and tailor their advertisements to the consumer whilst not forgetting that South Africa as the Rainbow Nation has different cultures and each culture needs advertisements that draw their attention and one size does not fit all.
KFC needs to break through the clutter of fast food advertisements, they need to ensure that they adhere to the following:
1. High quality content that is valuable and grabs the consumers attention and keeps it for the full duration of the advertisement
2. Effective distribution of the marketing content using different forms of communication that are most likely to draw the attention of consumers and specific to the culture of the different consumers
Since today’s consumers have abundant access to a range of brands / competitors, marketers need to understand the importance of emotion in marketing. It is important to surprise the consumer and not to shock them as this can have a negative effect. Many of the most memorable ad campaigns around tend to be funny.
Humour in advertising does not improve product recall or buying intentions, but tends to improve brand recognition. In other words, despite consumers being familiar with and have good feelings towards the brand / product, their purchasing decisions will most probably not be affected.
Competition for consumers attention has never been more competitive, so if the audience does not pay attention to your advertisement, then it cannot be successful.