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: KFC Advertiser: KFC Australia Entrant: Ogilvy Australia Principal authors: Toby Harrison and Ryan O'Connell, Ogilvy Australia Contributing authors: Hamish Hartley and Charlotte Jones, Ogilvy Australia


This paper outlines KFC Australia's campaign to improve quality perceptions. The paper covers the campaign that ran during Q3 2019 and its subsequent effects.