KFC: Michelin Impossible

KFC, a fast-food brand, improved public perceptions of the brand's food quality in Australia with its campaign Michelin Impossible and achieved a return on investment of 15.5:1.

Executive summary

Australians gave KFC credit for making 'great tasting food', but not for making good quality food. And when we tried telling them our food was good quality, they didn't believe us.

So how did we get Australians to give KFC's food the credit it genuinely deserved? By ditching traditional media and 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 worldwide media coverage, improved perceptions of KFC's food quality, and achieved a staggering ROI of 15.5 to 1....

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