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: Achieve 51 pieces of media coverage, for a reach of 21,255,000 impressions.

Our KPIs were broken down into five key media channels:

  • TV: 3 pieces, 700k reach
  • Print: 1 piece, 55k reach
  • Radio: 12 pieces, 500k reach
  • Online: 15 pieces, 12m reach
  • Social: 20 pieces, 8m reach

2. Change perceptions: achieve a score of 50% of respondents agreeing with the following...

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