KFC: Degustation

KFC, a Quick Service Restaurant, launched a campaign to deliver a believable and influential message to boost its food credentials and help change Australians perceptions of KFC's food quality.

The Brief

As a leader in the Quick Service Restaurant category, KFC constantly needs to fight against the stigma that fast food means low quality food. At KFC, the food is in fact high quality with their chicken delivered fresh daily and hand-breaded in-restaurant each day just like high-end restaurants around the country that use the same chicken KFC serves their customers.

So, we were tasked with showing Australians that KFC is in fact high quality food because we believe that if more people knew our food credentials, then more people would eat it. Therefore, our objective for the campaign...

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