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,...