Lowe Accra and the Pitch for KFC Ghana
SPECIAL SECTION: CONTEMPORARY MARKETING STRATEGIES AS COMMUNICATION TOOLS FOR MODERN RETAILERS
Keywords:international retailing, marketing in Ghana, cross-cultural issues, branding
Lowe Accra was the premier advertising agency in Ghana. Over the years, the agency had worked with numerous, well-known public and private organizations that wanted to do business in Ghana. Yum! Brands had recently opened KFC restaurants throughout the continent of Africa. Once Yum! Brands brought KFC to Ghana, they realized that they needed help from an ad agency that was familiar with the local culture, tastes, and preferences. They approached Lowe Accra for ideas on how to increase foot traffic and attract more families to their stores. Lowe Accra began by doing focus groups with children and parents in private schools. From the focus group data, the agency identified issues that KFC Ghana currently had with their parties. The next step was to figure out how to develop a pitch that presented a new plan for the parties along with impactful branding.