Let's bond over a Zinger pie ?

KFC have spent years marketing to the Aussie consumer, after decades of success it is safe to say they know how to get through to us via their advertising. KFC understand the needs, emotions and interests of their customer, they have used this knowledge in the marketing campaign of the Zinger Pie.

Instead of focusing predominantly on the pie for their advertisements and commercials the focus is also on team bonding and friendships, relating to the customer on an emotional level.

KFC also conducted a number of interviews with the very first of Zinger Pie consumers, the viewer can connect with these people and find similarities between themselves and the interviewee. 

Some examples are; 

Blake the Personal Trainer

http://www.youtube.com/watch?v=O4JdIW-XxVg

Fans of the Pie

http://www.youtube.com/watch?v=Wli99OAiJEg

As you can see KFC have kept consistency with their ongoing theme in these interviews; fit, active, young, working class Australian's, all of whom just LOVE the Zinger Pie. 

They have used the innovation adoption model of response, developed by William McGuire, here by providing the viewer with a demonstration of the Zinger pie being tasted by a number of people. (2012, p. 101)

Throughout their campaign KFC have used opinion leaders to promote the product, 'Wippa' and 'Ed' primarily, the consumer watched and listened to these people they hold in a high regard.

Overall I feel that this marketing campaign was excellently executed, KFC touched their target audience and also a broader market through a number of media's.

Bibliography

Belch, G. Belch, M. Kerr, G. Powell, I. 12012. Advertising, An Integrated Marketing Communication Perspective, McGraw Hill Australia Pty Ltd, North Ryde, NSW.  

#hastag Zinger Pie #hastag Delicious

#Hashtags, Instagram, Pinterest, Facebook, the social networking list goes on forever and is going to grow by the day.

In today’s fast paced, technology based world it is important to ‘keep up with the times’ and ensure you are using the resources out there to reach your target market effectively. 

KFC has used a variety of integrated marketing communication tools to launch their Zinger Pie, through Facebook, TV commercials, radio advertising, a segment on the reality TV show Big Brother and in-store promotions.

As reported by Craig Smith (2013), Facebook today is used by over a billion people around the world, making it a fantastic marketing tool for companies.

KFC has its very own Facebook page, their page is liked by over 730,000 people, a great marketing tool for their products and involves the consumer in a community with them even able to share their Zinger pie moments. Their Facebook page was also used to receive feedback about the product and ways to improve it.

Throughout the campaign KFC have effectively used both traditional and digital media to support the Zinger Pie. Available for a limited time only the pie is no longer available but definitely positioned it self as a pie to remember.

Bibliography

Smith, C. 2013. How Many People Use 275 of the Top Social Media, Apps & Services?

Available: http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/

(accessed 24 October 2013)

What's the big idea?

KFC has been one of Australia’s favirote fast food outlets for decades, first opening in Australia in 1968 (KFC online). Over the years they have mastered the art of marketing to the Australian consumer, constantly bringing out new products and adapting to the changing needs of the Aussie market.

‘Pie with plenty of bite’, ‘Say it with Chicken’.

These two slogans were used in the Zinger pie marketing campaign, KFC’s long running ‘Say it with chicken’ campaign has been integrated with many of the companies products.

As Timothy Forster explains; ‘The purpose of a slogan in an advertisement is to leave the key brand message in the mind of the target’ ‘Its goal is to stick’

I feel that in this case the two taglines have served their purpose and both resonate with the big idea of the campaign, bonding with friends and family over chicken.

In all of KFC’s advertising you will see the colour red used predominantly. As described by Darrell Zahorsky, using the colour red in advertising brings the feelings of excitement and passion to the product, it brings attention to the product, in this case, the Zinger pie. 

The combination of these techniques plus others ensured news of the product spread quickly, not only via viewing their TV commercials or listening to the radio but word of mouth around the humorous advertising.

Bibliography

KFC online. 2013. About Us.

Available: http://www.kfc.com.au/about-us/index.asp

(accessed 24 October 2013)

Forster, T. How Ad Slogans Work. How Stuff Works.

Available: http://money.howstuffworks.com/ad-slogan1.htm

(accessed 24 October 2013)

Zahorsky, D. What colour is your business? Small Business Information.

Available: http://sbinformation.about.com/cs/advertising/a/colors.htm

(accessed 21 October 2013)

What's a pie between friends?

KFC has combined Australia’s love for pies with their already established Zinger chicken to create the Zinger pie. Throughout the marketing campaign KFC are targeting football players and Aussie men in general, this is made clear from their television and radio commercials, also the pie’s appearance on Big Brother and the Nova radio.

On their TV commercial, ‘introducing the pie with plenty of kick’ it shows how the pie gives footballers bonding opportunities, relating to the social need for purchasing the pie.

With both emotional and humor appeals the ads connect with the consumer on a few different levels, making sure the product sticks in their minds.

Overall the marketing of this product by KFC has kept the same theme throughout with verbal and visual consistency.

Ed the fit footballer on Big Brother trying the pie, ‘Fitzy’ on Nova who is a retired football player also trying the pie live on air and their humorous TV commercials.

Nova FM

KFC has definitely reached their target market and also a broader range of Aussie men and woman through their marketing campaign. The great thing about their humorous advertisements and use of sponsors is that these also appeal to a broad range of consumers, even those like me who don't like football.

Bibliography

KFC Australia. (2013) KFC's New Zinger Pie [internet]. Youtube.

Available from: http://www.youtube.com/watch?v=f9Cgyq-8Ao0

(accessed 19 October 2013)

Big Brother and the Spicy pie

The highly watched Australian reality TV program ‘Big brother’ is sponsored by KFC, shown at 7pm it is prime time viewing for Australian households and has a huge following from the younger generations, Z and Y. 

During one episode of Big Brother, one of the housemates who is portrayed as fit and healthy was, as a prize given the opportunity to be the ‘1^st’ in Australia to taste the Zinger pie. Some of his comments were ‘I love Zingers’ and after tasting the pie ‘that is really good’.

Ed from Big Brother tasting a Zinger Pie for the first time

KFC also have their Zinger pie TV commercial during the ad break's of Big Brother, they advertise on the Big Brother Facebook page and also on the official Big Brother Australia website.
Ed would be classified as an opinion leader in this case and certainly endorses the product, giving it thumbs a up. Throughout this one episode of Big Brother the audience was touched by the Zinger Pie advertising at least 4 times, that's 4 times in an hour.

I think the choice of Ed as being one of the 1^st in Australia to taste the pie was a succesful choice, KFC is viewed as an unhealthy food option by the more health conscious individual. Showing a fit and healthy guy enjoying the pie projects that you to can be fit and healthy and still indulge in a Zinger pie. Ed also fits into the market KFC seem to be targeting throughout this campaign, the Aussie football player.



Bibliography

BBVIDEOAUS. (2013) BBAU 2013 A Day of Firsts. Youtube.
Available from: http://www.youtube.com/watch?v=Uk2-Gc4hGVk
(accessed 14 October 2013)

Introducing the Zinger Pie, 'The pie with plenty of kick'

The Zinger pie was launched in early September by one of the biggest fast food chains in the world, KFC, incorporating Australians love for pie’s and the highly successful Zinger range.

KFC has used a range of traditional and digital media to get their message across the nation, with TV advertisements, Facebook, in store marketing and using their partnerships with the radio station Nova FM and reality TV program Big brother.

With a price tag of $3.95 it is an affordable option for most Australian's, the average price of a pie in Australia being between $3-$5.

I would say the campaign has been very successful, with my circle of friends and family all discussing the elusive pie. In the space of one week I had encountered the Zinger pie over 10 times through a range of different media's; television commercials during prime time viewing, in-store at my local KFC, on Facebook and I watched as Ed from Big Brother tasted the pie for the first time.

However after tasting the pie it has not had the best reviews from my inner circle, my sister telling me with disappointment, ‘it was not as tasty as it looked, or sounded on the ads’ 'the pastry was dry and there was little flavour'.

Word of mouth is a powerful thing, after hearing about the tasteless pie I definitely won't be wasting my money on purchasing one.