We had the best grilled chicken on the planet. One that was grilled over real flames. And we had a CEO and CMO that were willing to take the gloves off and go the distance. The agency proposed the Taste the Fire challenge.
We were going to challenge them to a head to head, or leg to leg competition.
Should they accept, we were prepared to have a publicized “grill off” in Dodger stadium or Kentucky, their choice. We would bring our 25 foot flame grills. They could bring their puny griddles.
Steve asked KFC to call 1-800-EPL-STEVE and accept the challenge.
Then the marketing Gods didn’t just smile on us, they kissed us on the lips.
John wrote and edited viral videos responding to their calls that hit the internet within two hours. The response was totally loco.
During the massive million dollar launch of KGC,
KFC's market share actually dropped 5% and El Pollo Loco’s market share rose 6%.
That’s the power of agency and client teamwork.