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:
- 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.
- We were launching KFC's most indulgent burger when the nation's obsession with healthy eating had reached fever pitch. Mintel's 2017 Attitudes to Healthy Eating stated: 'signalling the UK's booming healthy eating trend, 63% of adults try to eat healthy at least most of the time, up from 58% in 2015'1.
- 'Dirty Louisiana' means something VERY different in internet slang
- Make 'dirty' a positive word, for a brand that is negatively associated with dirty restaurants, dirty food and dirty ethics.