KFC: Michelin Impossible

KFC, a fast food brand, reversed negative perceptions of its food quality in Australia with its campaign Michelin Impossible.

The Challenge

Despite making tasty fried chicken, KFC in Australia has consistently battled perceptions of low food quality. Consumers gave KFC credit for making delicious food, but not necessarily for making good quality food.

Sadly, this perception prevented many Australians from buying KFC more frequently. As such, the brief was to improve the perceptions of KFC's food quality, amongst as many Australians as possible, in order to widen the potential sales funnel for the business.

Yet 'high quality' is not a common association with fast food. Nor was it a new brief. Past campaigns had taught...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands