KFC: Dirty Louisiana

KFC, the fast food brand, created a humorous fake 'clean eating' campaign to successfully launch its newest product in the UK.

Insight and Strategic Thinking

Make dirty, good.

KFC's Dirty Louisiana burger was an indulgent beast. Chicken, double cheese, a hashbrown, Supercharger sauce, black pepper mayonnaise, BBQ sauce, topped off with a gherkin.

The task was simple: generate mass awareness and demand for this new product by making dirty, good. Whilst the task was simple, the challenges were significant, for four reasons:

  1. The media and production budget were slim at just £200,000, this level of investment was low in relation to the scale of the task and the large amounts of media being bought by competitors on social.
  2. We were launching...

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Insights Team
Bray Leino

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