CLIENT
KFC Australia
Kristi Woolrych - Chief Marketing Officer
Sally Spriggs - Marketing Director
Kate Horton - Brand Manager
AGENCY
Ryan O'Connell - Head of Strategy
Shaun Branagan - Group Creative Director
Blake Arthur - Senior Copywriter
Carl Robertson - Senior Art Director
Cassie Poiner - Group Account Director
Jessica Farahar - Senior Account Director
Charlotte Jones - Senior Account Director
SUMMARY
Australians gave KFC credit for making ‘great tasting food’, but not making good quality food. Even when we tried to prove our food was good quality, they didn’t believe us. So how did we get Australians to give us the credit our food quality deserved? By 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 media coverage worldwide, improved quality perceptions of our food, and increased sales dramatically. Mission impossible? No. Michelin, possible.
