Case History Database

The Quick Service Restaurant category dynamics in Australia were changing. Newer entrants were positioning themselves as having higher quality offerings than the incumbents, while also being unafraid to target brands like KFC head-on in their advertising. Rather than defending themselves with traditional comms that told Australians KFC is just as good - or better - quality food, KFC instead did what KFC does best: they got creative, with something unexpected and playful. Creating a cheeky 11-course restaurant that was designed to be an experience for those that influence food quality perceptions - food critics – KFC’s ‘Degustation’ campaign was an earned media sensation. One that improved KFC’s food quality perceptions, and would deliver millions in incremental revenue over the three years following the campaign.

Ryan O’Connell	Chief Strategy Officer
Rachel Pool	Head of Strategy
Shaun Branagan	Group Creative Director
Blake Arthur	Associate Creative Director
Carl Robertson	Associate Creative Director
Jordana Smith	Account Director
Ella Grimoldby	Senior Account Manager
Sally Spriggs	Chief Marketing Officer	KFC Australia
Kate Horton	Marketing Manager	KFC Australia
Samantha Do	Marketing Manager	KFC Australia