About KFC Belgium and ZIGT Media

KFC Belgium is the Belgian branch of Kentucky Fried Chicken, one of the world’s leading quick-service restaurant chains, and is steadily growing its presence across the country while  bringing the brand’s globally recognized fried chicken to Belgian consumers. To strengthen brand visibility and connect with its audiences in meaningful ways, KFC works with ZIGT Media — an independent, full-service media agency known for its data-driven strategies and innovative campaigns.

Situation / Challenge 

KFC Belgium, in collaboration with its media agency ZIGT Media, wanted to boost visibility for its restaurants and drive brand consideration nationwide. The challenge was clear: how to reach potential customers at precisely the right moments — while on the road and making everyday meal decisions. To succeed, KFC needed to stay top-of-mind and position itself as a convenient, appealing choice whenever hunger struck.

Solution 

To tackle this challenge, KFC partnered with 4screen on a nationwide in-car campaign built around its Crispy Deal offer. Branded Pins made the restaurant network visible on drivers’ routes, while in-car Recommendations highlighted KFC at key decision moments. The Search ad format ensured the brand appeared as the prominent result whenever drivers actively looked for nearby restaurants.

Results 

The campaign proved the strong impact of in-car advertising on driver behavior. From the first to the second campaign window*, engagements grew by 28%, showing rising interest in KFC’s messaging. Even more importantly, navigations to KFC locations increased by 34%, directly translating awareness into visits. As the campaign progressed, KFC maintained a consistent presence in drivers’ daily journeys, turning routine navigation into meaningful customer interactions and successfully boosting brand visibility and consideration over time.

* Results are based on performance across two consecutive campaign windows of ~2.5 months
** increase in engagement between campaign window 2 vs window 1 – showing rising driver interest 
*** increase in navigations to KFC locations between campaign window 2 vs window 1