The One Show
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Category
Branded Social Post / Single
Annual ID
OS_SM18003S
About the Work
KFC has arguably the most famous secret recipe in the world, but does little to promote it. So we set out to celebrate the secret recipe of 11 herbs and spices in a unique way. Our idea was simple: hide an easter egg in KFC’s Twitter account by following only 11 people—six guys named Herb and all five Spice Girls. We quietly unfollowed the 35,000 accounts KFC was following, followed our Herbs and Spices, and then waited. Finally, one Twitter user, Mike “@edgette22” Edge, discovered the joke, tweeted about it, and kickstarted a whirlwind of conversation about KFC’s Original Recipe that drove nearly 2.5 billion impressions over two weeks. It was everywhere from the Today Show to @fuckjerry’s Instagram account and was the #1 post on Reddit’s front page. To reward @edgette22, we sent him a painting of him with the Colonel, giving us one more PR boost.
2018 Awards
Total Points: 15
Silver Pencil
Credits
Agency
Wieden+Kennedy / Portland
Creative Director
Freddie Powell
Jarrod Higgins
Content Strategist
Britton Taylor
John Dempsey
Creative Team
Jesse Johnson
Kate Rutkowski
Rob Archibald
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