Kiwi (Uniting Group) wins the tender and becomes the social agency of KFC Italia

The Uniting Group unit will take care of the brand’s Meta channels (Facebook and Instagram, with the aim of also opening Threads), LinkedIn and TikTok

Kiwi is the new partner for managing the social channels of Kentucky Fried Chicken Italia, the fast food chain specializing in fried chicken.

The Uniting Group unit, chosen following a tender, assumes ownership of the brand’s Meta channels (Facebook and Instagram, with the aim of also opening Threads), LinkedIn and TikTok.

«This victory – comments Andrea Stanich, executive creative director of Kiwi – starts first and foremost from in-depth research on the tone of voice. We have identified authenticity, frankness and boldness, which have always belonged to the brand, as excellent starting points for addressing Gen Z and Millennials who are KFC’s audience par excellence. It is a unique and much loved brand all over the world, with an unmistakable product and communication assets and social potential that is still partially unexpressed in Italy”

Kiwi’s focus will be very much on growth and ever-increasing community involvement. Launches, promos, openings, services and technological innovations will also be communicated without losing sight of entertainment. And informal and direct community management will help fuel daily dialogue with users.

«A significant part of KFC’s social plan – continues Federica Pasqual, COO of Kiwi and Freshhh, Part of Uniting Group – will be made up of agile and fast original video content, which we like to define as ‘snackable’. Today more than ever it is essential to support our Brand Partners by intercepting communication opportunities and trends instantly. This, day by day, is facilitated by the collaboration with the Freshhh unit, initially born as a spin-off of Kiwi, a company that can count, from the last quarter of 2023, on a dedicated production space”.

KFC, a Yum! group company Brands, has been present in Italy for 10 years. Today the brand in our country has 87 restaurants in 15 regions, with the aim of reaching 100 locations by the end of the year.

«Trying every day to build a sincere and engaging relationship with our target audience represents one of the main objectives for the next few years, perhaps I would call it a mission. GenZ is our audience, we want to address them in a direct and convincing way – says Marzia Farè, chief marketing officer of KFC in Italy -. The choice of themes, channels, language and tone of voice to adopt therefore become more crucial every day; we would like to be recognized as contemporary and authentic and I believe that the collaboration with Kiwi could really be the right opportunity to take a further step of growth in this direction. The KIWI team that will support us is full of energy and desire to do, we have the best conditions to do well and have fun.”

CREDITS

EXECUTIVE CREATIVE DIRECTOR: Andrea Stanich

CREATIVE DIRECTOR: Leonardo Bonaccorso

SENIOR ART DIRECTOR: Matteo Piana

ART DIRECTOR: Giulio Sardelli

SENIOR COPYWRITER: Giovanni Piroli

COPYWRITER: Roberto Trombetta

HEAD OF STRATEGY: Davide Sala

SENIOR STRATEGIST: Francesca Morrone

STRATEGIST: Oriana Volpe

ADV SPECIALIST: Giovanna Stelitano

JUNIOR DATA ANALYST: Irene De Zan

SOCIAL MEDIA STRATEGIST: Ugo Giacalone

SOCIAL MEDIA CORDINATOR: Claudia Coppola

JUNIOR SOCIAL MEDIA MANAGER: Sara Rossi

ACCOUNT DIRECTOR: Alessia Airaghi

SENIOR ACCOUNT: Alessandro Saraceno

SENIOR PRODUCER: Guglielmo Fava