Case History Database

We’ve all heard how brands must continuously evolve in-tune with shifts in society/culture to remain relevant and keep growing. This is the counter-intuitive story of how KFC learnt that sometimes the most effective way to keep growing is not to ‘swim with the tide’ and do what the rest of the category is doing, but to instead embrace your rebellious brand DNA. With Australia increasingly politically correct, and the QSR category increasingly apologetic, KFC went the other way, resurrecting its dormant larrikin spirit - and that of Australia’s - leading to sustained success, and growing faster than category leader, McDonald’s.

Cassie Poiner	Group Account Director
Shaun Branagan	Group Creative Director
Leigh Bignell	Executive Business Director
Ryan O’Connell	Author/Head of Strategy
Allison Cross	Client Director	Mediacom Australia
Sally Spriggs	Marketing Director	KFC Australia
Angela Richards	Group Marketing Director	KFC Australia
Nora-Kate O’Connell	Marketing Director	KFC Australia
Kristi Woolrych	Chief Marketing Officer	KFC Australia