How did the collaboration between Fiesta and KFC come about? Who knocked on whose door?
This collaboration is the matches perfect between two brands that do things differently. Communication flowed from the first minute as the teams understood the opportunity to create something together. We were right, since the launch has been a complete success, the ice creams have been very popular, and this is only the beginning.
What does Fiesta hope to achieve with this action? What does it give them?
It is an excellent opportunity to continue getting closer to the target with proposals as original and fun as this new range of ice creams with the flavors and pieces of our iconic Kojak, exclusively for KFC until the end of the year. A co-creation with which we seek to surprise, just like when you bite the candy to reach the gum. Our consumers will be able to enjoy this first Kojak experience in the QSR sector and a summer promotion with which they will be able to exchange wrappers of their favorite candy for an ice cream in the more than 300 restaurants that the leading fried chicken brand has in the national territory.
This launch is linked to a campaign that will be only on social networks. Why have you decided on these supports?
The campaign has both the support that KFC implements in its restaurants, as well as all the promotional materials. trade at our points of sale. We generate a teaser prior to the launch with the alleged theft of a van loaded with Kojak in the parking lot of a KFC, with good interaction metrics. People even called us indicating that they had seen the van!
Our ecosystem is digital, and on social networks. Fiesta generates a great engagement within the category of candies and sweets. It was great to amplify this action together with KFC, the brand with the largest community on X (Twitter) and TikTok in Spain.
What investment are you going to allocate to this action?
We have some surprise for the support campaign of this collaboration. It is challenging to surprise the target while we manage marketing budgets, but it is at this point where the creative talent of agencies comes into its own.
If we talk about Fiesta’s media mix, what weight do you give to each one?
Our communication is digital-first and the greatest investment is allocated to these supports, where one in every four interactions in the candy and sweets category is made on one of our profiles on social networks. Every year we bet more on OTT and traditional media such as radio. As media managers, we must be aligned with the latest trends.
This summer Fiesta, in addition to being at KFC, is going to festivals. The brand has announced its sponsorship of Los 40 pop de Málaga. What unconventional actions are you carrying out this year and will you continue to activate in the remainder of 2024?
We were the first non-endemic brand in the category to invest in the territory gaming, sponsoring Madrid Games Week in 2018 and 2019. We continue to launch products and promotions with video game licenses such as Call of Duty and this year in 2024 we are again sponsoring the Los 40 Summer Live tour, a family event with free access in 23 cities with the best revelation artists on the national scene. An ideal mobile space to publicize our new Kojak Pop range. In the previous edition we generated more than three million impacts with our brands, we hope to repeat the acceptance and success of this activation.
This product is an example of innovation. What drives you to continue betting and creating new products?
Our brands have innovation in their DNA. Every year we launch original proposals different from what is already on the market, such as Kojak Pop, a chocolate flavor filled with peanut butter, or the new Fresquito Unicornio, a fun experience for the little ones.
Within the Fiesta group portfolio, is Kojak your most prominent brand?
Kojak is our flagship, a brand recognized and loved by consumers. In 2022 we relaunched the brand with a new positioning that reminds us that the best is in the filling, and that is, if it is not filled, it is not a true Kojak.
How does the company work on the trend of reducing sugar consumption in the diet?
We offer sugar-free options such as Kojak Zero and Piruleta Zero, two products that have high rotation in the online channel.
