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KFC
Secret Menu

RAN IN: Australia

CLIENT
KFC Australia

Michael Forster - Marketing Director Kristi Woolrych - Chief Marketing Officer Steven Jin - Brand Manager

AGENCY
Ogilvy Sydney *Lead Agency

Ryan O'Connell - Head of Strategy Cassie Poiner - Group Account Director Shaun Brannagan - Group Creative Director Wilson Kwong - Copywriter Mireille Pons - Senior Account Director Jordana Smith - Account Manager Karen Evans - Senior Digital Producer


Ogilvy PR Australia


SUMMARY

Without telling anyone, we launched the ‘KFC Secret Menu’; a hidden section of our App with bespoke food inventions available exclusively to those ‘in the know’. Despite being a ‘secret’, the Secret Menu – developed to get customers to download the KFC App - has generated 351 pieces of PR coverage, with 350 million media impressions. This led to an increase in daily downloads of the KFC App by 111%, 88,325 new users, and a staggering ROI sales figure.


Hero Medium: Social Networking Sites/Applications

Audience: Mass, public

Objectives: Develop, revitalise market (category growth), Gain new customers

Language: English