“Bite to Win” [iOS, Android + Product]

Type: Mobile Apps
Client/Brand: KFC / McCann Erickson / MRM Worldwide
Year: 2013

MRM Romania and KFC Romania launch the company’s first mobile campaign – “Bite to Win” application

Bucharest, 04.06.2013: MRM Romania launches „Bite to Win” application, the agency’s first big scale digital campaign for KFC Romania and the company’s first mobile presence in Romania.

“The KFC Scan the Bites app is based on the brand’s main claim – the new KFC Fillet bites are made from real chicken and on the spot. Therefore, every chicken fillet bite looks a little different – one is round, one is longer than the other – and people can see and imagine different shapes and object in every bite. So, through this app, we figured out a way to activate consumers in a fun way, also emphasizing the product’s claim”, stated Nir Refuah, GM MRM Romania.

Starting with the 30th of May, the new mobile campaign is on every tray liner in KFC Romania restaurants and will be active until the 20th of June.


Details about the application
There are 50 pre-determined shapes that consumers can find in the KFC Fillet Bites (examples: a heart, an elephant, Elvis, Darth Vader). Using a shape-recognition technology, MRM Romania developed the KFC “Bite to Win” application.

tray liner KFC

How the application works:
Step 1: buy fillet bites and download the mobile app
Step 2: put your fillet bite in the designated place on the tray liner
Step 3: scan the fillet bites using the mobile app. The app scans and finds if your bite looks like one of our 50 shapes.
Step 4: start collecting the shapes.
When you have found 10 shapes, you win an instant prize. When you have found 20 shapes, the prize gets bigger and if you find all the shapes, you will be in a draw for giant prize.



We are proud to have been MRM’s technical partners on this project where we used a personalised algorithm for image detection.

The application can be downloaded here:

KFC Bite to Win - MIND TREAT STUDIOS S.R.L.-D. Google Play

International Press:
Creativity Awards
Lürzer’s Archive



Project: “Bite to Win”
Client: KFC
Ad Agency: MRM Romania
Design Studio: Mind Treat Studios
Android Development: mReady