ADC Awards
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Category
Integrated / Digital
Annual ID
ADC103_INT025B
About the Work
KFC’s old fries were rated the lowest out of all the QSRs in Canada. In fact, only 1% of Canadians said it was their favorite fries and 87% of Canadians expressed negative sentiments about KFC's fries. They were reviewed as bland and soggy. Not only did the public trash the fries online, they also demanded them to finally meet their end.
Rather than shy away from this embarrassing reality, we decided to embrace it. Before we said hello to the new fries, we were going to formally say goodbye to the old ones by holding the first-ever Fry Funeral. A real, solemn send-off and goodbye to the old, soggy, bland KFC fries.
This came to life with the construction of a Fry Coffin and a fully-realized funeral held at a real funeral home. We live-streamed the funeral, complete with a eulogy and let the world send their regards. The Fry Coffin also made its way around the streets of Toronto in a KFC-branded hearse, starting at a KFC and ending at the funeral home itself. We captured bite-sized TikTok content promoting the end of the old fries and introducing the new ones. Additionally, we used the funeral footage to create a TV spot that ended showcasing KFC's new fries. All of this came together in a fully integrated campaign that consisted of livestreaming on social, digital video, OOH, experiential and TV.
Our campaign became KFC's second biggest PR success ever, garnering over 3.7 billion impressions online thanks to the engaging social campaign. Additionally increasing brand consideration by 85% and brand popularity by 1,950%. Most importantly it made a huge lift in sales. Same store sales grew by a massive 7.8%. And increased store traffic by 2.2% meaning KFC had already exceeded their YTD by only June.
Rather than shy away from this embarrassing reality, we decided to embrace it. Before we said hello to the new fries, we were going to formally say goodbye to the old ones by holding the first-ever Fry Funeral. A real, solemn send-off and goodbye to the old, soggy, bland KFC fries.
This came to life with the construction of a Fry Coffin and a fully-realized funeral held at a real funeral home. We live-streamed the funeral, complete with a eulogy and let the world send their regards. The Fry Coffin also made its way around the streets of Toronto in a KFC-branded hearse, starting at a KFC and ending at the funeral home itself. We captured bite-sized TikTok content promoting the end of the old fries and introducing the new ones. Additionally, we used the funeral footage to create a TV spot that ended showcasing KFC's new fries. All of this came together in a fully integrated campaign that consisted of livestreaming on social, digital video, OOH, experiential and TV.
Our campaign became KFC's second biggest PR success ever, garnering over 3.7 billion impressions online thanks to the engaging social campaign. Additionally increasing brand consideration by 85% and brand popularity by 1,950%. Most importantly it made a huge lift in sales. Same store sales grew by a massive 7.8%. And increased store traffic by 2.2% meaning KFC had already exceeded their YTD by only June.
2024 Awards
Total Points: 9
Bronze Cube
Credits
Agency
Courage / Toronto
Media Agency
Wavemaker / Canada
PR / Marketing Agency
Narrative / Toronto
Client / Brand
KFC / Toronto
Production Company
Spy Films / Toronto
Alter Ego / Toronto
Music / Sound Production Company
Vapor Music / Toronto
Post Production Company
Nimiopere / Toronto
Studio Feather / Toronto
Art Director
Tommy Yong
Chief Marketing Officer
Katherine Bond-Debicki
Creative Director
Ethan Myers
Director
Hope Little
Director of Photography
John Ker
Editor
Nick Yumul
Executive Creative Director
Raul Garcia
Executive Producer
Clair Galea
Marcus Trulli
Julie Axell
Chantelle Blagrove
Hilda Pereira
Writer
Matt Miller
Assistant Editor
Parnika Raj
Creative Director / Writer
Alain Forget
Andre Paradis
Founder, CCO
Dhaval Bhatt
Joel Holtby
Senior Strategist
Lyndsey Westfall
Account Coordinator
Chloe Chan
Account Supervisor
Atria Ghosh
Assistant Director
Jeffery Cowan
Casting
Mann Casting / Toronto
Casting Associate
Andy Reid
Casting Director
Sarah Sheps
Steven Mann
CEO
Nikki Stone
Colour Assist
Ebi Agbeyegbe
Colourist
Ana Escorse
Coordinator
Leah Munro
EVP, Managing Director
Cathy Mitchell
Group Account Director
Alex Karayannides
Nicole De Ravel
Line Producer
Mollie Rolfe
Marketing Director
Azim Akhtar
Partner, CSO
Tom Kenny
Partner, President
Niki Sahni
Production Designer
Hope Little
Production Manager
Steven Goetz
Senior Meda Planner
Daniel Balment
Senior VFX Artist
Joel Osis
Sound Design
Dave Worthen
Sound engineer
Julian Rudd
VFX Assistant
Saba Zahir
Vice President
Lauren Baswick
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