Our campaign kicked off with three TVCs, all celebrating moments of ingenuity, and established a new one-shot reveal approach to differentiate it from KFC’s existing brand platforms.

Each spot played into the limitations Aussies would experience throughout the year, such as travel restrictions, rain delays at the cricket, and cancelled festivals.

For our headline-driven OOHs, we worked with photographer Jon Bader to establish new editorial-style visual that championed the real, unapologetic, and visceral mess that comes with KFC.

Along with our standard relatable headlines, we developed timely OOH featuring contextual messaging based on location, so Aussies would see the creative when near an airport…

driving through an underpass…

or even when close to a KFC restaurant.

With over 230 placements all over Australia, our OOH reached 90.4% of Australians over the age of 18 (a whopping 12.46 million people), making it KFC’s highest-reaching outdoor campaign EVER.

We customised messaging even further with our digital placements, including our Victoria-only AFL takeover, with a headline tapping into the story about the AFL being moved to Queensland.

And a collection of reactive social assets meant that we could keep our creative relevant throughout the summer campaign’s lifespan.

The campaign was a big success, contributing to a sales growth average of 10.11% across the campaign period (with a target average of 6.3%).

What’s more, the platform Look on the Fried Side of Life is now being leveraged for some of KFC’s latest and greatest campaigns…

Including our TV spot below which highlights the power of KFC on a hangover…