Assessing the impact of year-round OOH activations on brand metrics

Challenges

KFC, the global leader in fast food, deployed a nationwide communication strategy in 2025, leveraging Out-of-Home advertising to boost brand visibility and drive business performance.

The different campaigns aimed to embed the new creative territory “Taste” in consumers’ minds through powerful, recurring visuals, while strengthening brand consideration and trust, especially among under-35s. They also sought to drive brand preference and increase intention to visit restaurants over time.

JCDecaux France’s teams helped measure the impact of this consistent, rhythmic communication strategy, assessing campaign performance to demonstrate the year-long media plan’s effectiveness.

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Strategy

KFC deployed 13 nationwide OOH campaigns, using 30 different creatives throughout the year. Each combined two strategic creative territories: “Taste” campaigns, showcasing new products and limited-edition recipes, and “Value” campaigns, highlighting attractive offers and a clear call to visit restaurants.

JCDecaux France partnered with Episto, an AI-driven insights platform, to run pre- and post-campaign surveys. The objective was to monitor the evolution of KFC’s key brand metrics such as ad recall, brand image, consideration and intention to visit.

In total, 9 campaign waves were measured for effectiveness, with over 3,300 respondents aged 18+ aligned with KFC’s target audience.

Results

The results of the studies demonstrate the effectiveness of the Out-Of-Home strategy implemented for KFC. 
Throughout 2025, on average across all survey waves, 1 out of 3 respondents say they remember a KFC advertising campaign. This consistent performance highlights the strong visibility and high brand recall generated by OOH media.

KFC’s various Out-Of-Home activations helped strengthen both brand visibility and brand consideration. Among those who recalled the campaigns, 48% declare they consider KFC, while the average uplift of +16 points in visit intention across all waves highlights the effectiveness of OOH exposure in driving potential in-store traffic.

Beyond the performance of individual campaigns, the results demonstrate the strategic value of maintaining a continuous advertising presence throughout the year.  Between the first and final waves, brand proximity increased by 23 points. By multiplying touchpoints at key moments, KFC successfully sustained a high level of visibility and strengthened its long-term relationship with consumers.