KFC: Michelin Impossible – How an Aussie underdog took on the food establishment

Fast food brand Kentucky Fried Chicken (KFC) transformed public perceptions of its food quality and drove an incremental $91m growth in revenue in Australia with its campaign Michelin Impossible.

Campaign details

Brand: KFCAdvertiser: KFC AustraliaEntrant: Ogilvy AustraliaPrincipal authors: Toby Harrison and Ryan O'Connell, Ogilvy AustraliaContributing authors: Hamish Hartley and Charlotte Jones, Ogilvy Australia

Introduction

This paper outlines...

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