KFC surprised food lovers in Mumbai during lunch hour when Mumbai’s iconic dabbawalas arrived with KFC Meal Box in true Mumbaikar style.
Dabbawalas embody the spirit of lunch in Mumbai and are well acknowledged not just in India but also worldwide. Carrying KFC 5-in-1 Meal boxes for the first time ever, the dabbawalas made their way through the streets of the city to a wide section of influencers, food lovers and media.
“It has been our constant endeavour to offer customers crave able food at great value. The 5-in-1 Meal Box is a complete and delightful meal built on the principles of abundance, variety and value. The insight was simple – people want more in less! Our new offering is the ‘perfect lunch meal’ consumers can opt for and we are thrilled to launch it in association with Dabbawalas in Mumbai,” shared Lluis Ruiz Ribot, CMO, KFC India.
The dabbawalas also surprised their existing customers with complimentary 5-in-1 Meal Boxes along with their ordinary meal.
KFC’s 5-in-1 Meal box is the perfect choice for a complete, abundant meal with a variety of tastes and textures, made extremely affordable at just Rs.149.
The 5 KFC favourites - Rice n gravy, Hot & Crispy chicken, Hot wings, Pepsi and Chocopie– come together to give food lovers a finger lickin’ good experience. A Zinger burger variant of the meal box is also available in stores.
In the run-up to the launch of 5-in-1 Meal Box, KFC executed an interesting digital campaign. KFC created intrigue and curiosity among its consumers through an exclusive ‘KFC Crack The Code’ website.
Once logged into the system, consumers could unlock the mystery box and win VIP access to taste the 5-in-1 Meal Box ahead of the official launch, while also standing a chance to win exciting prizes including Bose Speakers, Kindle e-Reader, Coolpad Note 3 & more.
Within a period of 4 days (which included the weekend), the promotional campaign for the site saw over 12 million impressions; over 65,000 registrations and a million password entries were made to unlock the KFC mystery box. Starting March 28, the 5-in-1 Meal Boxwill be available across KFC stores in India.