KFC Wins Award for Best Local Marketing Leadership Using Innovative Truck Advertising

KFC recently took home Franchise Update’s annual Franchise Innovation Award for Best Local Marketing Leadership, thanks to a creative advertising strategy that leveraged delivery trucks as mobile billboards.

In partnership with Adgile Media Group, KFC launched a campaign to promote its popular $20 Fill Up Box, aiming to increase foot traffic to its brick-and-mortar locations across the Atlanta market. The strategy involved selecting delivery vehicles that frequently traveled near KFC locations. Ten of these vehicles, identified for their consistent routes near KFC stores, were wrapped with eye-catching KFC advertisements.

These trucks, which primarily delivered food and beverages to restaurants and grocery stores, were not associated with KFC. However, to passersby, it appeared as though KFC had a fleet of vehicles delivering their famous $20 Fill Up Box. This clever use of truck advertising gave the illusion that the product was in high demand and being consumed all over the city, piquing the curiosity of potential customers.

As the trucks moved through their regular delivery routes, they acted as mobile billboards, spreading KFC’s message and creating buzz. The result? The campaign successfully drove 104,000 customers into Atlanta KFC locations—an 88% increase compared to areas not exposed to the truck ads.

This innovative use of truck advertising played a major role in KFC’s local marketing success, demonstrating the power of turning everyday delivery vehicles into impactful advertising tools.

For more on this successful marketing campaign, watch a video featuring Dwayne McIntyre, Regional Vice President of Operations for KBP Foods, discussing the initiative at the Franchise Customer Experience Conference.