KFC Beyond Chicken Media Plan
Role: Brand Manager, Researcher, and Designer
Timeline: January - May 2023
Case Study by: Ragan Harrington, Mary Arnett,
Lily Lang, Anna Hearne, and Rachel Hertel
Problem Statement
Kentucky Fried Chicken (KFC) is the world’s most popular chicken restaurant chain but decided that they could expand into meat alternatives. In 2019, Kentucky Fried Chicken first debuted their plant-based Beyond Fried Chicken Nuggets in a test launch at one of their Atlanta restaurants, and it sold out in the first 5 hours. The Beyond Fried Chicken Nuggets then became a limited time offer across KFC’s across the United States in late 2021 and early 2022. Then in early 2022, KFC pulled the Beyond Fried Chicken Nuggets from their restaurants. In 2024, KFC plans to roll back their Beyond Fried Chicken Nuggets into their restaurants in 10 United States cities using a $3 million dollar budget.
What are Beyond Chicken Nuggets?
Beyond fried chicken nuggets are 100% plant based nuggets that serve as an alternative in taste and texture to actual chicken nuggets.

KFC originally launched the Beyond Nuggets as a healthier alternative for those who do not want to consume a large amount of meat. They wanted to provide vegetarians & vegans with more options, but unfortunately, the product was not meat free, and therefore could not be advertised as a vegan or vegetarian product.

It worked in the sense that there was a healthier option made available, but did not work in other aspects. Ultimately, the product was pulled due to the lack of demand and the false advertising on the product. It could not be advertised as a vegan or vegetarian product, and nearly ran a cost of $15. People were not buying the product since it cost so much, which means it cost more to make and it was not generating good revenue.
Market Analysis
Meatless meats is a protein alternative to animal based meats, such as chicken, pork, beef, etc.
Meatless meats in restaurants has increased by 26.4% between 2017-2019.

The rise of meat prices has increased over the years, making meatless meat manufacturers a more reliable option.
Company Analysis
KFC has been an American staple and reaches back to 1930.


Today, with over 24,000 locations across 145 countries and territories worldwide, KFC is a fast food powerhouse.


Just last year, KFC generated about $2.83 billion in revenue.
Competitor Analysis
Key Competitors include other fast food locations with meat alternatives including Chick-fil-A, Panda Express, are Burger King, Panda Express, TGI Fridays, and Denny’s.

Grocery stores are also key competitors for this product since consumers can buy the product in stores in larger quantities cheaper and cook it in a completely vegetarian or vegan way.
Recently sales in Beyond Meat have been decreasing in grocery stores most likely due to inflation. Data shows that Beyond Meats “net revenues were down $20.7 million, or 20.6%, in the quarter to December 31 year-over-year”, and “ posted a net loss of $366 million in 2022, compared to $182 million in 2021(Dean, 2023).”

From hearing about the losses of revenue and failure of certain meatless meat options throughout many restaurants, KFC can develop better plans to introduce their Beyond nuggets.
Customer Analysis
Social media has made meatless meats more popular.
Influencers from popular social media platforms, such as Tik Tok, promote meatless meats on their channels. They therefore influence others to learn more and try out the product. These influencers share things such as recipes, what they eat in their daily lives, and how to cook these meatless meats.
An example of this is Zachary Bird - a famous TikTok influencer known for sharing vegan recipes with his followers.

Primary Consumer Persona:
Health Conscious Consumers
This persona is a health and fitness enthusiast who values a healthy lifestyle and watches what they eat and drink. They are likely to be aged between 21-35 years and are looking to find healthy food options. However, they still want to be able to eat out when they want.
They may be interested in KFC’s beyond chicken nuggets because they can get the same taste of the actual KFC chicken without the unhealthy parts. They would appreciate the fact that KFC beyond chicken is completely vegan and has a lot fewer calories than normal fried chicken. This allows them to be able to enjoy the convenience of fast food without having to compromise their health.

This consumer would typically be reached through platforms such as Instagram, TikTok, and YouTube. The best time for KFC to target advertisements towards this consumer would be in the morning before work so they can decide to go to KFC for lunch, or during a break at work so that they will want to grab KFC for lunch or on their way home for dinner.
Secondary Consumer Persona:
Environmentalists
This persona is an environmental and animal protection advocate who values a healthy lifestyle and is always looking at how their food is impacting the greater environment. They are looking to lower their impact on the environment and buy products that are cruelty-free. They still want to have quick and convenient options for food but they are doing more to protect the world.
They may be interested in KFCs beyond chicken nuggets because they can get the same taste as the actual KFC without doing as much harm to the environment and not hurting animals. They would appreciate the fact that KFC beyond chicken is completely vegan. This allows them to be able to enjoy the convenience of fast food without having to compromise their values.

This consumer would typically be reached through traditional media or through social media platforms such as Facebook, Twitter, and YouTube. The best time for KFC to target this consumer would be on a television commercial before they go to work so that they will decide to get that for lunch on their break. A billboard off a major interstate on their way to work or on the way home from work would also be very persuasive to this consumer. Then targeted advertisements on social media throughout the day could also have a good impact.

Top 10 Cities with High KFC Sales or
Consumers Likely to Buy Meatless Meat
  • 1
    Portland, OR
    • Considered the most health-conscious city
    • Considered the best city for vegetarians and vegans
    • Has a vegetarian lifestyle rank of 27 out of 100
    • 5 KFC locations
  • 2
    Seattle, WA
    • Considered 7th most health-conscious city
    • Considered 2nd healthiest city to live
    • Has a vegetarian lifestyle rank of 3 out of 100
    • 5 KFC locations
  • 3
    San Francisco, CA
    • Considered the healthiest city to live
    • Considered the 14th most health-conscious city
    • Considered 3rd best city for vegetarians and vegans
    • Has a vegetarian lifestyle rank of 1 out of 100
    • Has 140 vegan and vegetarian options in city
    • 5 KFC locations
  • 4
    Denver, CO
    • Considered 8th most health-conscious city
    • Has a vegetarian lifestyle rank of 72 out of 100
    • 17 KFC locations
  • 5
    Los Angeles, CA
    • Considered the 55th most health-conscious city
    • Considered 2nd best city for vegetarians & vegans
    • Has a vegetarian lifestyle rank of 2 out of 100
    • 22 KFC locations
  • 6
    Miami, FL
    • Considered 67th most health-conscious city
    • Considered 6th best city for vegetarians & vegans
    • Has a vegetarian lifestyle rank of 8 out of 100
    • 22 KFC locations
  • 7
    Chicago, IL
    • Considered 58th most health-conscious city
    • Considered the 17th best city for vegetarians & vegans
    • Has a vegetarian lifestyle rank of 25 out of 100
    • There are 178 vegan and vegetarian options in the city
    • 22 KFC locations
  • 8
    Houston, TX
    • Considered the 79th most health-conscious city
    • Has a vegetarian lifestyle rank of 64 out of 100
    • 31 KFC locations
  • 9
    Sacramento, CA
    • Considered 4th most health-conscious city
    • 12 KFC locations
  • 10
    Louisville, KY
    • Considered 96th most health-conscious city
    • Has a vegetarian lifestyle rank of 73 out of 100
    • KFC’s headquarters are in Louisville
    • 18 KFC locations
Communication Schedule
1

Quarter 1: Jan. - March

January (Beginning of Pre-Launch Campaign):

  • Social media teaser posts

February:

  • Targeted social media and Google ads to populate feeds of target consumers
  • Have announcement ads displayed on the app

March (Launch Announcement):

  • Print ads, social media ads, and television ads to promote the launch
  • Host launch event at specific KFC locations in 10 selected cities
2

Quarter 2: April - June

April (Begin Social Media Campaigns & Running Print Ads):

  • Create graphics & promote the Beyond Nuggets on social media platforms
  • Run ads in food and lifestyle magazines that target our intended consumers
  • Post posters outside of KFC restaurants to draw people in to stop by the location and try the product

May:

  • Partner with 2 popular health-conscious and environmentally conscious influencers, as well as popular food bloggers to promote meatless meat products

May - June:

  • Offer limited-time discounts for meatless meat options through the app

June:

  • Run new ads in food and lifestyle magazines that target our intended consumers
  • Continue to post posters outside of KFC restaurants to draw people in to stop by the location and try the product
3

Quarter 3: July - Sept.

July:

  • Continue to create graphics to draw consumers and convince them to try meatless meats visually
  • Create graphics that act as an informational ad featuring the meatless options and their ingredients in a visually appealing way
  • Start sharing customer reviews on social media
  • Offer specific rewards in the app for repeat customers
  • Once a consumer buys meatless meats, they are sent a coupon/promo code for free/discounted meatless meat for their next purchase

August:

  • Partner with 2 popular health-conscious and environmentally conscious influencers, as well as popular food bloggers to promote meatless meat products

September:

  • Run new ads in food and lifestyle magazines that target our intended consumers
  • Continue to post posters outside of KFC restaurants to draw people in to stop by the location and try the product
4

Quarter 4: Oct. - Dec.

October:

  • Continue to create graphics to draw consumers and convince them to try meatless meats visually
  • Share new customer reviews on social media
  • Offer specific rewards in the app for repeat customers again
  • Once a consumer buys meatless meats, they are sent a coupon/promo code for free/discounted meatless meat for their next purchase

November:

  • Partner with 2 popular health-conscious and environmentally conscious influencers, as well as popular food bloggers to promote meatless meat products
  • Run new ads in food and lifestyle magazines that target our intended consumers
  • Continue to post posters outside of KFC restaurants to draw people in to stop by the location and try the product

December:

  • Offer a limited-time discount for meatless meat options through the app again
  • Share new customer reviews on social media
  • Offer specific rewards in the app for repeat customers again
  • Once a consumer buys meatless meats, they are sent a coupon/promo code for free/discounted meatless meat for their next purchase

SWOT Analysis

A SWOT analysis shows all of the strengths, weaknesses, opportunities, and threats to the company or product. The graphic below outlines the main strengths, weaknesses, opportunities, and threats for KFC Beyond Chicken.

Media Objectives
  • Increase Meatless Meat Sales
    By the end of 2024, KFC aims to increase meatless meat sales by 25%.
    01
  • Increase Engagement
    Increase consumer engagement through social media and commercial ads by 30% by the end of 2024.
    02
  • Retain and Gain Customers
    KFC aims to retain and gain 35% of its buyers in the first year.
    03
  • Increase KFC Overall Sales
    Increase sales by 25% throughout the top 10 cities by the end of 2024..
    04

Media Budget

To break down our $3 million budget, we would break it down to cover social media, the launch campaign, targeted google ads, print ads, influencer partnerships, and promo deals. Social media will be where we intend to promote this product primarily, so we have given social media the largest chunk of our budget.

PESO Model

The PESO model is one way to understand how different marketing channels work together to reach consumers during their shopping journey. The acronym stands for paid, earned, shared, and owned media. Each channel is unique and has its own set of strengths, weaknesses, opportunities, and challenges. We created a PESO model to show our recommendations on how to best utilize each type of media.

Paid Media

Paid media is any media placements you pay for, e.g., paid search, display ads, paid social marketing, TV ads, etc. When developing a media plan, paid media is important because it allows for specific, controlled messages to be distributed that amplify, reach and generate brand exposure and credibility. Below is our suggested breakdown of the $3 million budget and what areas that money should be distributed.

  • Print Ads

    Budget: 300,000


    Billboards and posters outside KFC locations


    QR codes on the posters

  • Google & Social Ads

    Budget: 500,000


    Increase SEO (search engine optimization)

Earned Media

Earned media is comprised of press coverage you get without direct payment, e.g., mentions in media, blog posts, etc. As beyond nuggets gain popularity and knowledge of the brand is increased, customer engagement with Roxie will rise. As more people try the product, it will gain more publicized reviews and will build credibility. Overall, gaining credibility through earned media will help attract other potential customers to the brand. The reviews that will create the most impact are blog reviews, organic mentions of the product, and unpaid influencer reviews.

Target Creators on Social Media
Jack Harlow

Niomi Smart

India Reynolds
What the creators will do
Social Media Mentions

Product Reviews

Shared Media

Social media is any content that is posted on social media channels that isn’t promoted or boosted. It is the most important tool for marketing, advertising, and communicating for a company. We have budgeted $1.2 million.

  • Instagram

    Aimed more toward the reintroduction of the Beyond nuggets.


    Posts made by the designated KFC locations

  • TikTok

    Reviews by influencers, nutritionists, or the average person.


    Tiktokers: Meals She Eats & Blatant Reviews

Owned Media

Owned media is the content that is posted on channels the company owns and controls, e.g., websites, blogs, apps, etc. KFC's website serves as the primary piece of owned media, so the key would be to follow up with thoroughly published blogs and ads for social media. Maintaining a balanced use of major social media platforms is critical for the relaunch of this product.


  • KFC will create a social media campaign since they already have an established media presence.
  • Once the product launches, a banner ad will be displayed on the website.

Tracking and Measurement

  • Engagement Rates
    Monitor interactions on social media platforms (likes, shares, comments).
  • Click-Through Rates
    The percentage of people who clicked on a link or button in our promotional campaign.
  • Conversions
    The conversion rate determines how many people purchased KFC after clicking on our website from a promotional campaign.
  • Analytics
    Use website analytics to determine how much traffic is received from all different advertisements.
  • Coupons and Promo Codes
    Tracking how many people used a coupon that was only offered in certain areas. Influencer-specific codes to see their traffic.

Conclusion

The issue that lies is the market of the product, as well as the price.
KFC’s meatless meat alternative was poorly viewed by vegans and vegetarians, but with the new launch of the returning Beyond Fried Chicken, the public will be able to see the growth and progress KFC has put into providing for those who choose to eat no meat.

KFC has taken strides to perfect and improve its beyond meat that will meet the customers’ needs.

This will allow customers to have a meatless meat option at their favorite fast-food chicken drive-thru, without having to miss out on the KFC experience.
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