KFC Australia: Degustation

KFC, a restaurant, partnered with chef Nelly Robinson to create an 11-course KFC Degustation menu to boost its food credentials by delivering a believable and influential message and help change Australians perceptions of KFC's food quality.

The Challenge

KFC constantly needs to fight against the stigma that fast food means low quality. Yet the chicken is delivered fresh daily and hand-breaded in each restaurant just like high-end restaurants.

Ogilvy PR was tasked with showing the high quality of KFC's food to Australians because if more people knew KFC's outstanding food standards and credentials, then more people would eat it. Our objective for the campaign was to:

  1. Deliver a believable and influential message that boosted KFC's food credentials
  2. Help change Australians' perceptions of KFC's food quality (as measured by the YouGov Quality Index)

Insight

Fine dining and...

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