CLIENT
KFC Australia
1. Sally Spriggs - Marketing Director
2. Kristi Woolrych - Chief Marketing Officer
3. Ruth Taylor - Marketing Manager
AGENCY
1. Ryan O'Connell - Head of Strategy
2. Shaun Branagan - Group Creative Director
3. Gavin McLeod - Executive Creative Director
4. Luke Hawkins - Creative Director
5. Ben Smith - Creative Director
6. Edward Oakden - Account Director
7. Rachel Mangan - Account Executive
Geometry
OPR Agency
SUMMARY
‘Judgement culture’ in Australia means that just by what you eat - and where you buy it from - you’re opening yourself up to people’s prejudice about who you are, how well off you are (or not), where you belong, even your character and values.
This was hitting KFC’s ‘permissibility’ scores, and its continued growth.
To combat this, KFC developed its most successful Earned PR campaign ever, encouraging Aussies to say “Stuff judgement!”, and have the most public event of their life - their wedding - catered by KFC.
