Effies
Australia
Summary
This campaign is a powerful lesson that sometimes the best communications . . . is no communications.
Without telling anyone, we launched the ‘KFC Secret Menu’; a hidden section of our App with product inventions available exclusively to those ‘in the know’.
Burying clues in our existing retail communications, and seeding the story through select PR channels, people discovered our secret menu for themselves, by downloading/using the KFC App.
Despite being a ‘secret’, the Secret Menu generated incredible amounts of PR coverage, an increase in downloads of the KFC App, incremental sales, and an ROI figure of 614%.
Case study
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Credits
| Group Creative Director | Shaun Branagan | |||||
| Executive Creative Direcetor | Gavin McLeod | |||||
| Copywriter | Wilson Kwong | |||||
| Senior Copywriter | Nathan Moraza | |||||
| Art Director | Ash Myburgh | |||||
| Digital Project Director | Gareth Morgan | |||||
| Senior Digital Project Manager | Jonathan Pedreira | |||||
| Technical Director | Dan Adijans | |||||
| Author / Head of Strategy | Ryan O’Connell | |||||
| Executive Business Director | Leigh Bignell | |||||
| Group Account Director | Cassie Poiner | |||||
| Senior Account Director | Mireille Pons | |||||
| Account Manager | Jordana Smith | |||||
| Senior Digital Account Manager | Emile Ammann | |||||
| Chief Marketing Officer | Kristi Woolrych | KFC | ||||
| Digital Marketing Director | Mike Forster | KFC | ||||
| Brand Manager | Steven Jin | KFC | ||||
| Brand Manager | Olajoke Amosun | KFC | ||||
| Customer Technology Manager | Christopher Phee Chong | KFC |