2024 Winner

CASE SUMMARY

KFC had one of the best deals across Canada — two pieces of KFC chicken for only $2.99 on Tuesdays. But they also had a problem, value communications like this one were taking away from the QSR’s quality perceptions. Afterall, how can the world’s best chicken be offered for such a low price?

Their objective was twofold, promote this unbeatable offer while reminding Canadians of the universally loved chicken they are getting.

The Colonel was famous for taking great pride in his chicken. Afterall it isn’t just any ordinary chicken, it’s the Colonel’s Original Recipe. A famous blend of spices cooked up by the chef himself over 70 years ago. He was always passionate about his recipe, and historically he was known to have public disagreements with KFC about how they did business. Their insight was that the one person who would be least happy about KFC selling their delicious chicken at such a dramatically discounted price would be the Colonel himself.

The Colonel would be outraged at KFC for how little they are charging for his Finger Lickin’ Good chicken. So they created a campaign that would match his real behaviour if he was still kicking. Every piece of the journey showed why “not everyone’s happy” about Twosdays… “but you will be.”

Their campaign launched with a head-turning TV spot that featured the Colonel swearing, ranting, and serving KFC chicken. The commercial was inspired by The Colonel’s real home kitchen, mannerisms, and his coveted way of making KFC.

The campaign continued with an open letter from The Colonel in the largest Canadian newspaper, The Globe & Mail. The full-page ad mimicked The Colonel’s real open letters to KFC from back in the day.

They used OOH, transit, and in-store touchpoints to highlight this amazing deal. To draw people into KFC on Tuesdays, they used the typical big food shots and its price — or so it seemed… A massive impact board in the heart of Toronto featuring a Twosdays promo deal was vandalized by the Colonel himself. A life-like mannequin with a giant paint roller could be seen painting out the price point, trying to correct KFC’s mistake.

Then, we brought the Colonel to KFC Headquarters to confront his once beloved company. His antics at the office became highly engaging social content: the videos show him shredding KFC Twosdays flyers, correcting posters.garnering over 10 million organic views across platforms.

With the Colonel’s help, they kept the conversation going. Every touchpoint a KFC customer went on, the Colonel was there to share his frustrations.

The campaign became KFC’s most successful value promotion in history. Their awareness spiked, and consideration increased by 163%. Perception of KFC’s value grew 283.7%. Canadians' view on the quality grew 263.2%. Word-of-mouth exposure went up 418% and to top it off, 20% of people made aware of the promo took a trip to the store to try it for themselves. Ultimately reversing negative transaction to a 5% increase in sales.

Credits

Agency: Courage Inc.
Founder, CCO: Dhaval Bhatt
Founder, CCO: Joel Holtby
Partner, President: Niki Sahni
Partner, CSO: Tom Kenny
Writer: Matt Miller
Art Director: Tommy Yong
Account Director: Amna Khalid
Creative Director: Elma Karabegovic
Executive Producer: Clair Galea
Senior Strategist: Lyndsey Westfall
Producer: Sarah Moen
Producer: Katie Fowler

FRENCH
Producer: Valerie Lapointe
Writer: Jack Latulippe

Client: KFC
Chief Marketing Officer: Katherine Bond-Debicki
Director of Marketing: Azim Akhtar
Brand Manager: Laura Mallozzi
Manager: Lauren Pottie
Director: Telly Carayannakis
Social Media Manager: Salina Ratanji

Production: Suneeva
Director: Zach Math
Executive Producer: Geoff Cornish
Line Producer: Jeff Pangman
Cinematographer: Christophe Collette
Production Designe: Francois Jordan
Casting Director for English Cast: Steven Mann
Casting Director for French Cast: Denise Charest
Louise Mackintosh: SFX Makeup
Georgia Groom: Wardrobe Design
Social Campaign Director: Devon Ferguson
Social Campaign Producer: Iseult McNamara

Offline: Rooster
Executive Producer: Melissa Kahn
Editor: Marc Langley
Assistant Editor: Sonny Atkins
French Editor: Mariam Fahmy
Social Editor: Jordan Giles

Transfer, Online: Alter Ego
Executive Producer: Hilda Pereira
Producer: Andrew Tavares
Senior Colourist: Eric Whipp (Main Campaign)
Colourist: James Graham (Social Campaign)
Senior VFX Artist: Joel Osis
VFX Assistant: Saba Zahir
Colour Assistant: Samantha Omand

Audio: Vapor Music
Executive Producer: Lindsey Bates
Creative Director: Ted Rosnick
Original Music: Ethan Mentzer
Sound Design: Levi Considine
Sound Design (Social Assets): Kevin Chamberlain
Engineer: Ryan Chalmers

Photography: Undivided
Executive Producer: Scott Houghton
Photographer/Retouching: Nikki Ormerod