KFC Australia: Embracing your brand DNA, and the category truth, to achieve long-term success

KFC Australia changed perceptions of its image from warmth and charm to attractive irreverence, improving brand metrics and delivering commercial goals with a ROMI of 320%.

Campaign details

Brand: KFC AustraliaAdvertiser: KFC AustraliaEntrant: Ogilvy SydneyCategory: Single MarketPrincipal author: Ryan O'Connell, Ogilvy Sydney

Introduction

We've all heard how brands must continuously evolve in-tune with shifts in society or culture to remain relevant and keep growing.

This is the counter-intuitive story of how KFC learnt that sometimes the most effective way to keep growing is not to 'swim with the tide' and do what the rest of the category is doing, but to instead embrace your rebellious brand DNA.

With the QSR category increasingly apologetic, KFC went the other...

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