KFC: Dirty Louisiana – Don't make dirty good, make clean bad

This case study shows how KFC, the fast food brand, created a humorous fake 'clean eating' campaign to successfully launch its newest product in the UK.

Campaign details

Brand: KFCBrand Owner: YumLead Agency: Bartle Bogle HegartyContributing Agencies: Blue 449Country: United KingdomIndustries: Restaurants & takeawaysMedia Channels: Content marketing, Online video, Social mediaBudget: Up to 500k

Executive Summary

The Dirty Louisiana was a bold name for KFC's newest burger. The word 'dirty' had long been negatively associated with the brand, due to cleanliness issues in store, trust issues around dirty ethics and the apparent dirty sense of guilt one gets after eating at KFC.

Rather than focusing on how to make dirty good,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands