Brand owner: Yum! Brands
Agencies: MediaCom, Ogilvy Australia
Industries: Restaurants & takeaways
Media channels: Competitions & contests, Integrated, Mobile & apps, Outdoor, out-of-home, Packaging & design, Social media, Voice, chatbots, Websites & microsites, Word of mouth, influencers
Budget: 1 - 3 million
Fast-food brand KFC had found growth for the past seven summers in Australia, but only via sales promotions and new launches. In 2018/19, we managed to continue that growth story by finding a new reason for Australians to visit our stores.
We leveraged Aussies' love for the national sport, cricket, to create a Buckethead Army – fans wearing KFC buckets on their heads – that won the support of the whole country.