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


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.

This is the story of how tapping into a deep, national insight helped KFC unlock a new customer segment and accelerated its growth.

Most importantly however, this paper is about how you can engineer a real cultural movement, but only if you...

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