Challenge
January brings financial strain, with December spending and the year’s first bills leaving consumers reassessing their budgets. KFC needed to position itself as an affordable option during this time of penny-pinching and tight financial priorities.

Insight
Understanding how people contend with financial pressures at the start of the year, KFC knew the public was looking for budget-friendly solutions without compromising on quality. The key was to show empathy and offer relief in a relatable way.

Solution/Idea
KFC embraced the reality of “Jan-worry” by directly addressing many’s financial struggles. The campaign reassured consumers that choosing KFC means one less worry, offering affordable, delicious meals that won’t hurt their wallets—giving them a break from financial stress.

KFC reassured customers with the promise, “Leave Eat to KFC,” letting them know, “We’ve got your backs.” The copy directly addressed the local pain points faced by people in the areas where the billboards were placed, building empathy and trust.