The Michelin Star is the world’s most coveted culinary accolade, but the requirements for bagging one are a little vague: “Excellent cooking worth a special journey.” Based on that criterion, we realised that one restaurant has been snubbed for decades - so we set out to fix that.
One of the first briefs Tom Macphail and I took at Ogilvy turned out to be one of the most special. In the end, our silly little idea to win KFC a Michelin Star turned out to be not so silly, and not so little.
Results
850,000,000+ global reach from 724+ pieces of coverage
14.7% sales growth over the campaign period
633% increase in YouGov Brand Buzz score over the campaign period
Awards
Global Grand Effie
Cannes Lion - Bronze (Brand Experience and Activation)
Spikes Asia - Grand Prix (PR)
Spikes Asia - Gold x2
APAC Effie - Gold x2
Webby (Advertising, Media & PR: Viral Marketing)
Webby (Social: Food & Drink)
Caples - Gold (Integrated)
Clios - Silver (PR)
Clios - Bronze (Guerrilla)
SABRE Asia-Pacific Awards - 5x Awards (incl. Best In Show)
AWARD - Bronze (Best Use of Unpaid Talent and Influencers)
Ad Stars - Bronze (Social & Influencer)
Ad Stars - Bronze (PR)
Ad Stars - Bronze (Integrated)
Ad Stars - Crystal (Media)
Ad Stars - Crystal (Social & Influencer)
APAC Marketing Magazine PR Award - Gold
IPA Effectiveness Awards - Best Small Budget
IPA Effectiveness Awards - Bronze
The One Show - Social Media
Australian Effie - Bronze x3
WARC Awards for Effectiveness - Gold (Instant Impact)
Creative Director: Shaun Branagan
Senior Copywriter: Carl Robertson
Senior Art Director: Blake Arthur
Art Director: Tom MacPhail
Social Creative: Wilson Kwong