KFC is the king of chicken and the king of family food
occasions. KFC is also the master of continuous re-invention, often finding new
ways to reach new hungry audiences.
In 2008 KFC worked with Yello to launch a new concept, developed specifically
for 16-24 year old customers.
The brief was to create a KFC sub-brand that could speak credibly to this youth
audience and get them into KFC stores.
Yello immersed itself in youth culture and youth behaviour, honing into the way
young kids eat and snack. Yello also focused on Gen Y's love affair with
customisation and technology.
The result is the Krush Bar - a network of liquid pit-stops for Gen Y, offering
a range of milkshakes called Krushers.
Yello named the bar, developed the visual identity, graphic language, interior
design of the Krush Bar, product prototyping, interior and exterior signage,
POS material, and key touchpoints for staff.
Using Australia as a lead market for potential roll-out globally, Krushers
products are now available in 23 stores and will appear in another 100 stores
this year.
Pilots are also under development for stand-alone Krush Bars.