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2023 - Silver

Kentucky Fried Couture

Silver 2023
Ogilvy Australia
KFC Australia
KFC Merch

Problem:
KFC faced the task of launching an E-commerce site for their merch line. However, as a brand known for its good-tasting chicken rather than good-looking clothes, they needed to get creative to be noticed by Australia’s hottest fashionistas and influencers.

Solution:
KFC asked to take part in Australian Fashion Week. Their response? “NO.” So, unperturbed, KFC hijacked Australian Fashion Week a week before it officially kicked off by hosting its own fashion show, Kentucky Fried Couture’.

Execution:
The range consisted of 25 items, featuring iconic KFC images and products such as the Zinger burger, the Colonel, retro 1970s KFC logos, famous KFC slogans and of course the KFC Bucket. The media couldn’t get enough. The launch secured 457 pieces of coverage resulting in 66 million impressions and an earned media value of $497,446 solidifying KFC’s influence in the fashion world.

Advertising agencyOgilvy Australia
Creative directorShaun Branagan
CopywriterSaskia Harper
Art directorElle Whittaker
Agency producerCorey Clarke
Print production managerPaul Whelan
Account serviceMaesie Harris, Juliet Loneragan & Tom Bolton
Client marketing managerMaxine Townley
DirectorNewman Sorensen
EditorBella Wang
Other Contributors

Choreographer - Mitchell Woodcock
Photographer - Lexi Laphor
Retouchers - Karl Mears & Lok Leung
Director – Culture And Influence - Cody Desmond
Head of Culture And Influence - Liana Rossi