ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
Category
Immersive Spaces
Annual ID
OA22_EX004M
We enhanced the food quality perceptions of KFC in Australia by building an unbelievable earned story.
One so unbelievable that food publications that would never usually mention fast food, actually DID cover this story.
IDEA
Kentucky Fried Chicken Degustation gave Australia’s most discerning, respected, and influential food critics a safe space to admit they like KFC, and say it’s good quality food.
We took KFC’s products, and with the help of a celebrity chef, created an 11-course degustation menu. Then we built and opened a fine dining restaurant from scratch that was open to public reservations.
20,000 reservations later we showed that the only difference in quality between Kentucky Fried Chicken and a fine-dining restaurant, is an over-the-top, theatrical, fancy and ultimately superfluous experience.
Oh, and matching wines.
RESULTS
1. REACH as many Australians as possible
2. With an INFLUENTIAL message
3. Helping change KFC’s food quality PERCEPTIONS
REACH:
KFC’s most successful food quality campaign - the award-winning Michelin Impossible - achieved 564 pieces of media coverage and 662 million impressions.
Degustation obliterated those results, achieving a mind-blowing 1,372 pieces of coverage and over 1.24 billion impressions.
When reservations went public, “KFC Degustation” was the 4th trending search on Google. And 3rd three weeks later, when our restaurant opened.
INFLUENCE:
To be influential on quality perceptions, reach had to come from food publications. And critics who NEVER usually mention KFC covered Degustation, and loved it.
127 ‘foodie’ publications raved about KFC’s high-quality food, with a stunning 99.2% of the coverage being positive.
PERCEPTIONS:
The reach and influence had the desired impact: post-campaign research revealed an incredible 41% of respondents said ‘KFC Degustation’ improved their perceptions of KFC’s food quality.
One so unbelievable that food publications that would never usually mention fast food, actually DID cover this story.
IDEA
Kentucky Fried Chicken Degustation gave Australia’s most discerning, respected, and influential food critics a safe space to admit they like KFC, and say it’s good quality food.
We took KFC’s products, and with the help of a celebrity chef, created an 11-course degustation menu. Then we built and opened a fine dining restaurant from scratch that was open to public reservations.
20,000 reservations later we showed that the only difference in quality between Kentucky Fried Chicken and a fine-dining restaurant, is an over-the-top, theatrical, fancy and ultimately superfluous experience.
Oh, and matching wines.
RESULTS
1. REACH as many Australians as possible
2. With an INFLUENTIAL message
3. Helping change KFC’s food quality PERCEPTIONS
REACH:
KFC’s most successful food quality campaign - the award-winning Michelin Impossible - achieved 564 pieces of media coverage and 662 million impressions.
Degustation obliterated those results, achieving a mind-blowing 1,372 pieces of coverage and over 1.24 billion impressions.
When reservations went public, “KFC Degustation” was the 4th trending search on Google. And 3rd three weeks later, when our restaurant opened.
INFLUENCE:
To be influential on quality perceptions, reach had to come from food publications. And critics who NEVER usually mention KFC covered Degustation, and loved it.
127 ‘foodie’ publications raved about KFC’s high-quality food, with a stunning 99.2% of the coverage being positive.
PERCEPTIONS:
The reach and influence had the desired impact: post-campaign research revealed an incredible 41% of respondents said ‘KFC Degustation’ improved their perceptions of KFC’s food quality.
2022 Awards
Total Points: 2
Merit Award
Credits
Agency
Ogilvy Australia / Sydney
PR / Marketing Agency
Geometry
Client / Brand
Kfc Sopac
Client Partner
Cody Desmond
Media Distribution Company
MediaCom
Chief Creative Officer
Toby Talbot
Chief Strategy Officer
Ryan O'Connell
Creative Director
Blake Arthur
Carl Robertson
Group Creative Director
Shaun Branagan
Head of Strategy
Rachel Pool
Account Director
Jordana Smith
Account Executive
Lucy Brooke-Smith
Chief Marketing & Information Officer
Kristi Woolrych
Experience Director
Corey Clarke
Group Client Director
Alison Cross
Group Marketing Director
Sally Spriggs
Marketing Manager
Kate Horton
Samantha Do
Senior Account Director
Charlotte Jones
Senior Account Manager
Ella Grimoldby
Senior Business Director
James Curtis
Senior Digital Designer
Christian Moore
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