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.
