KFC Australia: Did someone say KFC? News layer

Fast-food chain, KFC, devised a new marketing model to drive both short-term sales and long-term brand success in Australia.

Campaign details

Brand: KFC AustraliaBrand owner: Yum! BrandsEntrant company: Ogilvy SydneyIdea creation: Ogilvy Australia, SydneyMedia: MediaCom, SydneyMarket: AustraliaSector: Restaurants & takeawaysMedia channels: Online video, Social media, Television, Video on demandBudget: Over 20 million

Executive summary

There's a set formula for promoting retail products in the QSR category, predicated on driving growth via a series of successive, short-term sales spikes. However, repeated short-term success doesn't necessarily equate to sustained long-term success.

But what if a radical new model could achieve both?

Did Someone Say...

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