Executive summary
This campaign is a powerful lesson that sometimes the best communications ... is no communications.
Without telling anyone, we launched the 'KFC Secret Menu': a hidden section of our app with product inventions available exclusively to those 'in the know'.
Burying clues in our existing retail communications, and seeding the story through select PR channels, people discovered our secret menu for themselves, by downloading/using the KFC app.
Despite being a 'secret', the Secret Menu generated incredible amounts of PR coverage, an increase in downloads of the KFC App, incremental sales, and an ROI figure of 614%.