To promote its delivery and drive-thru options, KFC created a campaign that depicts home drive-thru scenes. Rather than featuring restaurant drive-thru windows, the campaign images show windows that have been cut into brick walls, conveying the ease with which the brand's menu items can be ordered from home.
Working with photographer Liam Murphy and Core Creative, KFC turned three Irish homes into drive-thrus to help remind people of the many options they have until they can safely sit down for an indoor dining meal in the future. To connect with Irish guests, the campaign depicts nighttime scenes and drivers arriving on scooters and bicycles, aligning the convenience of a drive-thru window with the comfort of home.
At-Home Drive-Thru Campaigns
KFC's Campaign Captures the Convenience of Food Delivery
Trend Themes
1. At-home Drive-thru Services - The trend of at-home drive-thru services is growing due to the COVID-19 pandemic, creating opportunities for food and beverage industries to meet consumer needs by improving home delivery services.
2. Brick Wall Cutouts - Creating brick wall cutouts for at-home drive-thru services or home delivery services is a new trend that serves as an advertising advantage for the food and beverage industry, giving consumers a feel-at-home impression while enjoying their meals.
3. Nighttime Drive-thru Scenes - Nighttime drive-thru scenes that feature scooters and bicycles are becoming popular in promoting the convenience of home delivery services, creating opportunities for the retail industry to use such marketing strategies to boost sales.
Industry Implications
1. Food and Beverage - The food and beverage industry can leverage these trends to innovate home delivery services, such as creating creative marketing strategies that promote the convenience of food delivery or improving in-home delivery options that provide a feel-at-home impression.
2. Retail - The retail industry can embrace nighttime drive-thru scenes that feature scooters and bicycles to attract customers, differentiate themselves from competitors, and take advantage of these marketing strategies to improve sales.
3. Advertising - The advertising industry can utilize the brick wall cutout trend for at-home drive-thru services or home delivery services, leverage the cozy attribute of a feel-at-home impression, and increase ad efficiency while promoting these services.