Birdsville

Ushering in a new era of chicken lovers through the ultimate KFC sampling event on wheels Australia has ever seen

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Background

With 50 years in the market, KFC went on a mission to find a new set of chicken lovers who would be trying KFC for the first time..

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Solution

VMLY&R Commerce leveraged the most honest and compelling proof of just how great KFC tastes: a person’s reaction when tasting it for the first time. Embarking on an epic road trip in our custom KFC mobile, we stopped in areas where KFC had a less prominent presence, set up shop, and gave ‘KFC virgins’ a seat at the Colonel’s Table with free buckets of freshly cooked chicken and chips and free rides via our KFC Bucket List experience. Visitors could take a turn on our giant slide, sledge down dunes, sing a karaoke, paint our mural, dress up in the Colonel’s wardrobe, have their face painted, learn the chicken dance, or enjoy a movie night with their family.

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Results
  • 12,000 pieces of chicken sampled
  • 41 million total reach across news, lifestyle, online, tv, radio and social media
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