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Category
Social Post / Real-time Response
Annual ID
OS24_SM058M
About the Work
In Canada, McDonald’s outdoes KFC in pretty much everything—they spend 10 times more on marketing, have twice as many stores, have 8 times the market share, and have 10 times the share of voice.
However, KFC is the leader in fried chicken. So when McDonald’s launched the Chicken Big Mac, KFC wasn’t just going to watch it happen.
Critiques of the Chicken Big Mac's small, underwhelming patties led KFC to ‘fix it’ by replacing its meager chicken patties with our generous, mouth-watering KFC fried chicken.
Minutes after McDonald’s Canada announced the launch on Twitter, KFC responded with a simple Tweet: “There, we fixed it,” accompanied by an image of the upgraded Chicken Big Mac using KFC’s signature chicken. The same visual was posted across KFC social channels calling out McDonald’s and inviting sandwich lovers, influencers, and media outlets to weigh in on whose chicken is better.
After KFC’s post, a Twitter war unfolded in real time. McDonald’s responded to KFC’s upgraded Chicken Big Mac with, “You don’t have to fix what’s already perfect bestie,” to which KFC replied “Taste test?”. The playful banter continued for a couple of days.
Our campaign went viral, with millions of Canadians taking notice and hundreds of media outlets talking about our campaign, including national coverage on TV. Our ambitious goal to hijack the conversation was met with an impressive 18-fold increase in earned media compared to paid media, amounting to $9 million in earned media value (EMV). The debate not only fueled a 72% increase in social engagement, it generated an 86% rise in positive brand perception for KFC. Best of all, it had a remarkable impact on the business, boosting sales by 5.1% and generating an impressive 2859% return on spend. And it was all done for only $30,000, all in.
However, KFC is the leader in fried chicken. So when McDonald’s launched the Chicken Big Mac, KFC wasn’t just going to watch it happen.
Critiques of the Chicken Big Mac's small, underwhelming patties led KFC to ‘fix it’ by replacing its meager chicken patties with our generous, mouth-watering KFC fried chicken.
Minutes after McDonald’s Canada announced the launch on Twitter, KFC responded with a simple Tweet: “There, we fixed it,” accompanied by an image of the upgraded Chicken Big Mac using KFC’s signature chicken. The same visual was posted across KFC social channels calling out McDonald’s and inviting sandwich lovers, influencers, and media outlets to weigh in on whose chicken is better.
After KFC’s post, a Twitter war unfolded in real time. McDonald’s responded to KFC’s upgraded Chicken Big Mac with, “You don’t have to fix what’s already perfect bestie,” to which KFC replied “Taste test?”. The playful banter continued for a couple of days.
Our campaign went viral, with millions of Canadians taking notice and hundreds of media outlets talking about our campaign, including national coverage on TV. Our ambitious goal to hijack the conversation was met with an impressive 18-fold increase in earned media compared to paid media, amounting to $9 million in earned media value (EMV). The debate not only fueled a 72% increase in social engagement, it generated an 86% rise in positive brand perception for KFC. Best of all, it had a remarkable impact on the business, boosting sales by 5.1% and generating an impressive 2859% return on spend. And it was all done for only $30,000, all in.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Courage / Toronto
Media Agency
Wavemaker / Toronto
PR / Marketing Agency
Narrative / Toronto
Client / Brand
KFC / Toronto
Production Company
Fuze Reps / Toronto
Art Director
Tommy Yong
Chief Marketing Officer
Katherine Bond - Debicki
Executive Producer
Clair Galea
Producer
Katie Fowler
Writer
Matt Miller
ACD, AD
Steve Lerullo
ACD, Writer
Hemal Dhanjee
ECD
Jessie Sorell
Founder, CCO
Dhaval Bhatt
Joel Holtby
Managing Director, Chief Creative Officer
Meredith Klapowich
Partner, Chief Strategy Officer
Tom Kenny
Account Director
Amna Khalid
Sheri Clish
Daliah Hijazi Marsons
Account Manager
Kelly Wong
Ani Hajderaj
Sreeja Sasidharan
Holly Wilks
Case Study Photographer
Sandy Nicholson
CEO
Nikki Stone
CGI Artist
Pierre Bourjo
EVP, Managing Director
Cathy Mitchell
Managing Director
Dan Boem
Marketing Director
Azim Aktar
Partner, President
Niki Sahni
Senior Media Planner
Blanca Gamez
Vice President
Lauren Baswick
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