Effies
Australia
KFC Weddings
Agency
Ogilvy Australia
Client
KFC
Awards
Bronze
Marketing Solutions Other Than Advertising
Summary
‘Judgement culture’ in Australia means that just by what you eat - and where you buy it from - you’re
opening yourself up to people’s prejudice about who you are, how well off you are (or not), where you belong, even
your character and values.
Unfortunately, this was hitting KFC’s ‘permissibility’ scores, and its growth.
To combat this, KFC developed its most successful Earned PR campaign ever, encouraging Aussies to say “Stuff judgement!”, and have the most public event of their life - their wedding - catered by KFC, resulting in increased ‘permissibility’ scores, and a short-term ROI of 218%.
Case study
Case studies are free for ACA members and Round Two Effie Judges. Email effies@adcouncil.org.au for your discount code.
All Educational Institutions wishing to access case studies are required to contact effies@adcouncil.org.au.
Credits
| Ryan O’Connell | Author/Head of Strategy | |
| Shaun Branagan | Group Creative Director | |
| Gavin McLeod | Executive Creative Director | |
| Luke Hawkins | Creative Director | |
| Ben Smith | Creative Director | |
| Raphael Valenti | Copywriter | |
| Fred Corazza | Art Director | |
| Sean Vrabel | Copywriter | |
| Edward Oakden | Account Director | |
| Rachel Mangan | Account Executive | |
| Leigh Bignell | Executive Business Director | |
| Newman Sorenson | Film & Content Producer | |
| Paul Baron | Print Producer | |
| Kate Warren Smith | General Manager | Geometry |
| Laura Heydon | Account Manager | Geometry |
| Corey Clarke | Experience Director | Geometry |
| James Curtis | Associate Director | OPR Agency |
| Sophie McIntosh | Senior Account Manager | OPR Agency |
| Taylor York | Senior Account Manager | OPR Agency |
| Mat Baker | Photographer | Louis and Co |
| Sally Spriggs | Marketing Director | KFC Australia |
| Kristi Woolrych | Chief Marketing Officer | KFC Australia |
| Ruth Taylor | Marketing Manager | KFC Australia |