Effies
Australia
Michelin Impossible
Agency
Oglivy Australia
Client
KFC
Awards
Bronze
Food, Confectionery & Snacks
Bronze
Most Original Thinking
Bronze
Insight & Strategic Thinking
Summary
Australians gave KFC credit for making ‘great tasting food’, but not for making good quality food. And when we tried telling them our food was good quality, they didn’t believe us.
So how did we get Australians to give KFC’s food the credit it genuinely deserved? By ditching traditional media and undertaking an impossible task: a mission to get Kentucky Fried Chicken a Michelin Star, the greatest signifier of restaurant quality there is.
The mission received worldwide media coverage, improved perceptions of KFC’s food quality, and achieved a staggering ROI of 15.5 to 1.
Mission impossible? No. Michelin, possible.
Case study
Case studies are free for ACA members and Round Two Effie Judges. Email hello@adcouncil.org.au for your discount code. All Educational Institutions wishing to access case studies are required to contact awards@adcouncil.org.au
Credits
| Senior Copywriter | Blake Arthur | ||||||||
| Senior Art Director | Carl Robertson | ||||||||
| Copywriter | Wilson Kwong | ||||||||
| Group Creative Director | Shaun Branagan | ||||||||
| Executive Creative Director | Gavin McLeod | ||||||||
| Art Director | Tom MacPhail | ||||||||
| Copywriter | Jake Ausburn | ||||||||
| Executive Business Director | Leigh Bignell | ||||||||
| Group Account Director | Cassie Poiner | ||||||||
| Senior Account Director | Jessica Farahar | ||||||||
| Senior Account Director | Charlotte Jones | ||||||||
| Senior Account Manager | Ellen Corr | ||||||||
| Author / Head of Strategy | Ryan O’Connell | ||||||||
| Social Strategist | Ola Olorunnimbe | ||||||||
| Senior Agency Producer | Amanda Bennie | ||||||||
| Chief Marketing Officer | Kristi Woolrych | KFC | |||||||
| Marketing Director | Sally Spriggs | KFC | |||||||
| Brand Manager | Kate Horton | KFC | |||||||
| Social Impact and Media Relations | Sarah Collier | KFC |
Category Sponsors
Most Original Thinking
