Client: Pollo Campero Guatemala & El Salvador
Business Area: Quick Service Restaurant (QSR)
Brief: Pollo Campero is Guatemala´s largest fast-food restaurant chain specialized in serving chicken meals, with +350 locations worldwide. Pollo Campero not only leads sales in the QSR industry, but most important, is one of Guatemala´s most beloved brands. Guatemalans even take Pollo Campero menus when flying abroad as a souvenir. BBDO Digital was requested to update Pollo Campero´s social media content to replicate their sales dominance over direct competitors. Unlike McDonald´s, Taco Bell and Pizza Hut (leading social media QSRs in Guatemala) Pollo Campero rejected traditional payed digital media strategies.
Campero´s ongoing social media strategy was outdated and old fashioned. Based on stock photographs, food styling and limited to traditional campaign design. Audiences reacted negatively to Pollo Campero´s content due to the lack of similarity of the product presented in advertising vs the product received at the counter.
Solution: Formulated a brand new social media content strategy, based on social media consumption by channel (Facebook, Twitter, Instagram). Our strategy´s foundation was: Everything we do, we do it with real product. No enhancement. We work with what comes out of the kitchen.
Thru social media analysis, we detected that a vast majority of our audiences communicated with our brand with MEMEs (Facebook & Twitter). We decreased branding related content and frequency (aligned with traditional campaigns and design) and developed independent "low cost" social media content; replacing iconic characters, monuments, moments, ideas with easy and recognizable Pollo Campero chicken pieces, starring our MEMEs. The design and art direction had to emulate the raw finishing our audience was using on their own content. We depicted traditional moments of comsumption.
Pollo Campero being taken abroad or consumed while flying became an immense cleaning and maintenance problem for international airlines. American Airlines, Delta, United and Iberia added our product to the "Prohibited items" index. Pollo Campero reacted with an odorless fit to travel packaging and a "Guatemalans be like" MEME
Meme used to congratulate users who complimented the brand or products or had a funny reaction to our content:
Pollo Campero´s annual fireworks festival (Luces Campero) announcement - Expectation
Branding content to promote newly added sauces and dips on menu
Instagram content
Personalized answers to our audience
Client: Pollo Campero Guatemala / El Salvador
Agency: BBDO Guatemala
ECD: Rodrigo Costas Ferreira / Daphne Jagger
Head of Digital: Lautaro Cayarga
Creative Team: Nelson Aldana, Diego Robles, Kattina Mavros, Gabriel González
