Unsurprisingly, British women weren't buying KFC's efforts to introduce healthier menu items. No TV ad was going to change their minds, so we went lateral. An initially unbranded campaign engaged women in a very relatable social conversation. We then nudged them to take a look at KFC's healthier options website. And it worked. The film soon had over 1 million views, women across the UK were sharing their own 'doesn't count' moments. and they were visiting KFC's healthy options website, and going into store to give it a go.
Awards: Creative Circle - Silver, Craft (Copy). British Arrows - Gold. Cristal Festival - use of data.