Michelin Impossible

MY ROLE

  • Strategic Oversight

  • Team Guidance

  • Communications Planning

  • Real Time Response

THE PROBLEM

Despite making tasty fried chicken, KFC in Australia consistently battled perceptions of low food quality. Consumers gave KFC credit for making great tasting food, but not necessarily for making good quality food, which impacted the frequency with which consumers purchased it. The brief was to improve the perceptions of KFC's food quality, in order to increase sales.

WHAT WE DID

Regardless of any legitimate claims they made, no fast-food business was perceived as a credible authority on quality food, so KFC decided to associate itself with an independent symbol of food quality, leveraging its credibility and influence. Social listening uncovered one that was consistently seen as an aspirational pinnacle: Michelin Stars, awarded to restaurants that are considered "very good in their category" and "worth a special journey".

KFC identified Sam Edelman, the franchisee of the most remote KFC in the world, to become the face of KFC's mission to earn a Michelin Star. Thanks to carefully planned PR, Sam's mission went mainstream and he appeared in multiple high-rating media programmes and publications, before going all the way to Paris to surprise the Director of Michelin himself.

THE RESULTS

The campaign reached 850 million people via earned media, achieving a 16:1 ROI. Meanwhile, 65% of surveyed Australians said that their perception of KFC’s food quality improved. Additionally, the campaign resulted in more than $60m in incremental revenue over six months. Pretty good, right?

AWARDS

  • 1 x Global Grand Effie

  • 1 x Cannes Lion (Bronze)

  • 2 x APAC Effies (Gold)

  • 2 x IPA Effectiveness Awards (Best Small Budget, Bronze)

  • 4 x Spikes Asia Awards (1 Grand Prix, 2 Gold, 1 Silver)

  • 2 x London International Awards (Bronze)

  • 4 x Caples Awards (1 Gold, 2 Silver, 1 Bronze)

  • 2 x Webby Awards

  • 2 x Clio Awards (1 Silver, 1 Bronze)

  • 5 x Ad Stars Awards (3 Bronze, 2 Crystal)

  • 1 x AWARD Award (Bronze)

  • 1 x WARC Award for Effectiveness (Gold)

  • 3 x Australian Effies Awards (Bronze)

  • 5 x APAC SABRE Awards (incl. Best In Show)

  • 1 x APAC Marketing Magazine PR Award (Gold)

  • Ranked #3 in Global SABRE Awards

  • CommsCon Awards Highly Commended

  • AC&E Awards Finalist

  • AdNews Awards Finalist

  • Featured in The One Show AsiaCreative Showcase

  • Featured in Directory Magazine