Cannes Lions

Edible Wrapper

OGILVY HONG KONG, Hong Kong / KFC / 2018

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Overview

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Credits

Overview

Description

The Double Down is all meat, no buns – with no bread to soak up all the juicy goodness, it can be a bit messy to munch, that’s why we created ‘Wrapper Eatin’ Good’ edible wrappers.

Execution

With seven different wrappers you could eat, this made eating the Double Down a lot more enjoyable. Made of rice paper, each was printed with edible ink in KFC’s signature Zinger flavour. We created eight designs, each with a cheeky headline that would make people smile and were sharable by design. Our edible wrappers were made available in store for a limited run, on a first-come first-served basis.

Outcome

Our new wrapper added to the KFC Double Down legend, making it more popular than ever.

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