Campaign details
Brand: KFC AustraliaBrand owner: Yum! BrandsEntrant company: Ogilvy SydneyIdea creation: Ogilvy Australia, SydneyMedia: MediaCom, SydneyPR: Ogilvy Australia, SydneyMarket: AustraliaSector: Restaurants & takeawaysMedia channels: Public relations, Social mediaBudget: Up to 500k
Executive summary
This is a textbook case of reinventing the recipe of food quality credential campaigns, for the self-proclaimed foodie generation.
The story of how KFC Australia stopped preaching about every step involved in the process of making its fried chicken, and instead raised its food quality perceptions by...