KFC: Michelin impossible

KFC, a fast food chain, launched a campaign in Australia to reach as many Australians as possible, change their perception about the brand's food quality, and increase sales.

Objectives

Our campaign objectives were:

  1. Reach as many Australians as possible
  2. To dramatically change their perceptions about KFC's food quality
  3. Leading to increased sales during the campaign period

The KPIs and targets for those objectives were:

1. Reach:...