Campaign details

Brand: KFC
Brand Owner: Yum
Lead Agency: Bartle Bogle Hegarty
Contributing Agencies: Blue 449
Country: United Kingdom
Industries: Restaurants & takeaways
Media Channels: Content marketing, Online video, Social media
Budget: 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, we instead, through the use of data and audience first insights, found that the best way to sell the indulgent taste of the Dirty Louisiana was to make 'clean eating' a dirty phrase.