Driving positive impact and awareness for their vegan burger, KFC partnered with Pinterest and Mindshare on a video ad campaign. Using tastebud-tantalizing creative and smart targeting, they reached 2.5M users and drove 35% view through rate (VTR)1.
KFC, one of the nation's favourite fast food restaurants and globally known for their "finger lickin’ good" food, had a product they wanted to promote: the KFC vegan burger.
Their mission was to raise awareness for the burger while cutting through the Veganuary noise. Though this burger was available at scale throughout January and February, this wasn't just a one-off marketing moment. KFC felt passionate about making a positive impact for all customers. Whether customers were fully vegan, vegan-curious, or cutting down on their meat intake, they decided to make the vegan burger a permanent fixture on their menu all year round—and turned to Pinterest to help promote it.
This campaign helped KFC build a long-lasting connection with Pinterest users and spread awareness beyond Veganuary. And whilst the KFC recipe still remains top secret, they're willing to share the ingredients of this note-worthy campaign.
users reached1
VTR, the highest across all their social platforms1
Bringing an extra bite to their campaign with Pinterest
On Pinterest, people come to visualise their lives—they’re planning ahead—and they’re on the lookout on what to try next. Mealtimes are becoming more of an occasion too, with users coming to Pinterest to plan, prep, and ideate their meals. They’re searching for inspiration.
For example, in 2021, vegan content was the second most-clicked recipe content on Pinterest—and the fifth most searched for food term on Pinterest UK that year—with searches for ‘vegetarian’ and ‘meat-free meals’ spiking in January and February.2
People were hungry for this content, and KFC’s ads were the perfect fit. Their product was hyper-relevant, and their ads also enhanced the users' experience—all whilst driving awareness for the vegan burger.
How they did it
KFC, along with their media agency Mindshare and creative agency Mother, created a number of video ads to fill Pinterest’s feed (and users’ appetites). They targeted consumers through lifestyle segments and used over 200 keywords such as ‘vegan’, ‘vegetarian’ and ‘plant-based recipes’—whilst capturing attention with their tastebud-tantalizing creative.
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Partnering with Pinterest for the Vegan Burger enabled KFC to align with relevant lifestyle segments to an already receptive vegan audience.”
KFC
The results were finger-lickin’ good too
The campaign drove 15,000 Pin clicks—driving a unique reach of 2.5M users— and view through rate (VTR) of 35%, which proved to be the highest VTR compared to other social platforms.1
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads:
01
Experiment with video ads
Innovate with different video ad formats—explore the many ways your brand can show up on the platform to capture your audience’s attention.
02
Use Pinterest carousels
Maximise your creative, messaging, and reach—showcase different features of a product, advertise multiple products, or tell your brand story in chapters.
03
Tap into Pinterest trends
Learn more about what your audience is searching for—bookmark trends.pinterest.com to get the latest trending search terms to inform your targeting and keyword strategies.