KFC Australia: Michelin Impossible

Fast-food chain, KFC, shifted perceptions around its food quality with a bold quest to gain a Michelin Star for one of its restaurants in Australia.

Campaign details

Brand: KFC AustraliaBrand owner: Yum! BrandsEntrant company: Ogilvy SydneyIdea creation: Ogilvy Australia, SydneyMedia: MediaCom, SydneyPR: Ogilvy Australia, SydneyMarket: AustraliaSector: Restaurants & takeawaysMedia channels: Public relations, Social mediaBudget: Up to 500k

Executive summary

This is a textbook case of reinventing the recipe of food quality credential campaigns, for the self-proclaimed foodie generation.

The story of how KFC Australia stopped preaching about every step involved in the process of making its fried chicken, and instead raised its food quality perceptions by...

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