Big Pollo

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● Big Pollo

—the client and objective.

Kokoriko is one of the biggest fast-food chains in Colombia, with more than 120 locations nationwide and a presence in the USA. Specialized in poultry products and with more than 50 years of history, Kokoriko had kept its communication focused on adults and families who grew up with the brand. But eventually, meet the need to reach the younger generations to remain relevant in the market.

Based on this need, the restaurant chain created its first products line specifically targeted to younger audiences:
Big Pollo, along with its first two pilot products, Big Pollo Burger and Big Pollo Snack. The first, a chicken sandwich thought to be consumed in restaurants, and the second —a bit more cutting edge in the Colombian market— strips of breaded chicken breast with fried potatoes wedges to eat on the on-the-go.

—the solution.

Structurally, we wanted the Big Pollo Snack packaging to feel like a special treat and transform the experience of eating chicken. Tearing open the box's stripe to reveal the product added an exciting interaction mostly associated with candy packaging. Graphically speaking, we were asked to disrupt the brand's usual aesthetics without losing the company's most treasured value: tradition. To achieve this, we turned the Kokoriko's brand colour pallet and contrasted it with a couple of new hues borrowed from the 50s. Together with the diverse, rich, typographic elements that stood out resulted in a defined vintage aesthetic, as timeless and traditional as it is eye-catching, vital, and energetic.

We introduced a new experience for the consumer and innovative aesthetics which have had an important and positive impact among young people, results that reflected on social networks, restaurants, shopping malls and schools; all backed up by a surprising increase of 40% in national sales goal expectations.

—client. —location.
Kokoriko (Avesco) Colombia

—agency. —services.

Young Marketing Packaging, Visual Identity