KFC
PLANTABLE BASKET
An environmental protection idea delivered by live stream.
We partnered with KFC to engage consumers in an ecological restoration campaign that reduced KFC's dining waste by 20%.
Challenge
A PLANET DROWNING IN PLASTICS
With this in mind, KFC wanted to explore its social and environmental impact beyond being a fried chicken fast food restaurant.
With two million tons of take-away waste every year, China is already drowning in plastic. With this in mind, KFC has made the decision to cancel 13 types of disposable packaging and instead introduce recyclable baskets. What else could KFC do to act and communicate its purpose?
Solution
INTRODUCING THE KFC PLANTABLE BASKET
We helped KFC launch an environmental protection initiative leveraging live video streaming and product innovation.
The team had the idea to create a recyclable chicken basket that would save 2000 tons of paper every year. The consumer scans a QR code and with every three purchases the planting of a square meter of grass in Inner Mongolia is unlocked. To enable consumers to see the whole process from grass seed planting to growth we leveraged live video and published a 30-day live stream with farmers in Inner Mongolia.
In addition, 5800 KFC stores nationwide participated in Environmental Protection activities and we set up a special basket recycling machine in KFC stores. Consumers even received messages of thanks from local farmers once they put the basket into the machine!
1M
Square Meters of Grassland Planted in 14 Days
69M
Impressions in Total
1.83M
Views on Launch Day
