Michelin Impossible.
The franchisee of the world's most remote KFC sets out to win his store a Michelin Star.
Despite making tasty fried chicken, KFC in Australia was consistently dinged on perceived food quality. Consumers gave the brand credit for taste, but not for quality, and that gap dragged on purchase frequency. The brief: improve perceptions of food quality and grow sales.
No fast-food business is going to be perceived as a credible authority on quality food on its own say-so, so KFC had to associate itself with an independent symbol of quality, and social listening kept turning up the same one: Michelin Stars. Awarded to restaurants that are 'very good in their category' and 'worth a special journey'.
We identified Sam Edelman, the franchisee of the most remote KFC in the world, and made him the face of KFC's mission to earn a Michelin Star. Through carefully planned PR, Sam's mission went mainstream, appearing in high-rating media programmes and publications, and ultimately flying to Paris to surprise the Director of Michelin himself.
850M reached via earned. 16:1 ROI. 65% of surveyed Australians said their perception of KFC's food quality improved. The campaign drove more than $60M in incremental revenue over six months, and went on to win at almost every effectiveness and creative awards body that matters: Cannes, the Effies (including a Global Grand), Spikes Asia (Grand Prix), WARC, IPA, and on.
