Celebrating 50 Years of KFC

Challenge

This year, KFC turned 50 in Australia. We were asked to develop an earned-led birthday celebration that encapsulated the brand’s care-free attitude and core DNA of living life in the moment, whilst igniting the opportunity for trial and in turn increase sales.

Culture

In life, there are people, situations or expectations (both social and personal) that inhibit our free spirits. With the headlines being dominated by stories of Australia increasingly becoming a ‘nanny-state’, there’s never been a more important time to not just challenge the constraints of society, but to break free from them. This sat perfectly with KFC’s brand narrative: to provide a moment of escapism, by unleashing the free spirit within.

Creativity

We made a BIG, BOLD, BUCKET statement. Positioning our GIANT BUCKET as the icon for the sentiment of saying ‘BUCKET’ and living life in the moment, we erected a giant KFC bucket by Sydney Harbour, produced with agency partner Geometry. Set against a backdrop almost as iconic as our bucket, the giant 7-metre high KFC bucket was wrapped in the heritage ’50 years’ artwork, in which a limited run of metal buckets was available in stores across the country.

Clout

376 pieces of media coverage with a reach of over 67 million. 4000 KFC tenders were served to hungry and more importantly, spontaneous Aussies that lived in the moment, across four hours. More than 10,000 people engaged with the brand-led experience over the course of its four-hour run.