KFC: Degustation

KFC, a fast-food brand, launched their "Degustation" campaign to reach as many Australians as possible and improve KFC's food quality perceptions.

Executive summary

The Quick Service Restaurant category dynamics in Australia were changing. Newer entrants were positioning themselves as having higher quality offerings than the incumbents, while also being unafraid to target brands like KFC head-on in their advertising.

Rather than defending themselves with traditional comms that told Australians KFC is just as good - or better - quality food, KFC instead did what KFC does best: they got creative, with something unexpected and playful.

Creating a cheeky 11-course restaurant that was designed to be an experience for those that influence food quality perceptions - food critics - KFC's 'Degustation' campaign...

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