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KFC
Michelin Impossible

RAN IN: Australia

CLIENT
KFC Australia

Kristi Woolrych - Chief Marketing Officer Sally Spriggs - Marketing Director Kate Horton - Brand Manager

AGENCY
Ogilvy Sydney *Lead Agency

Ryan O'Connell - Head of Strategy Shaun Branagan - Group Creative Director Blake Arthur - Senior Copywriter Carl Robertson - Senior Art Director Cassie Poiner - Group Account Director Jessica Farahar - Senior Account Director Charlotte Jones - Senior Account Director


SUMMARY

Australians gave KFC credit for making ‘great tasting food’, but not making good quality food. Even when we tried to prove our food was good quality, they didn’t believe us. So how did we get Australians to give us the credit our food quality deserved? By undertaking an impossible task - a mission to get Kentucky Fried Chicken a Michelin Star; the greatest signifier of restaurant quality there is. The mission received media coverage worldwide, improved quality perceptions of our food, and increased sales dramatically. Mission impossible? No. Michelin, possible.

CASE VIDEO


Hero Medium: Social Networking Sites/Applications

Audience: Mass, public

Objectives: Build brand equity, Increase brand loyalty, Retain Existing Customers

Language: English