KFC: Michelin Impossible

KFC, a fast food chain, reversed negative perceptions of the brand in Australia and achieved a global reach of 849,417,077 with its campaign Michelin Impossible.

Brief Description

We sent the passionate store owner of KFC Alice Springs on a mission to get Kentucky Fried Chicken the ultimate recognition of food quality: a Michelin Star.

The Challenge

Despite making tasty fried chicken, KFC in Australia has consist. Consumers gave KFC credit for making delicious food but not necessarily for making good food. However, because of the incredible high standards of KFC (fresh, never frozen and always hand-breaded), and the unique blend of 11 herbs and spices, . Furthermore, independent research unveiled the insight that if people simply spelt out what KFC stands for – "Kentucky Fried Chicken" – it immediately lifted food quality perceptions and credentials.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands