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Kentucky Fried Couture

OGILVY AUSTRALIA, Sydney / KFC / 2024

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Overview

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Credits

Overview

Background

Problem:

KFC faced the task of launching an E-commerce site for their merch line. However, as a brand known for its good-tasting chicken rather than good-looking clothes, they needed to get creative to be noticed by Australia's hottest fashionistas and influencers.

Solution:

KFC asked to take part in Australian Fashion Week. Their response? “NO.” So, unperturbed, KFC hijacked Australian Fashion Week a week before it officially kicked off by hosting its own fashion show, Kentucky Fried Couture’.

Idea

Introducing Kentucky Fried Couture. The runway show highlighted key looks from the collection while riffing off iconic moments in fashion culture. Notably, they paid tribute to Victoria's Secret angel wings by crafting their own “chicken wings”. Post show, influencers from fashion and beyond clamoured for the chance to wear and show off the range in series of walks on the ‘KFCatwalk’.

Strategy

KFC asked to take part in Australian Fashion Week. Their response? “NO.” So, unperturbed, KFC hijacked Australian Fashion Week a week before it officially kicked off by hosting its own fashion show.

Execution

Introducing Kentucky Fried Couture. The runway show highlighted key looks from the collection while riffing off iconic moments in fashion culture. Notably, they paid tribute to Victoria's Secret angel wings by crafting their own “chicken wings”.

The range consisted of 25 items, featuring iconic KFC images and products such as the Zinger burger, the Colonel, retro 1970s KFC logos, famous KFC slogans and of course the KFC Bucket.

Outcome

The media couldn’t get enough. The launch secured 457 pieces of coverage resulting in 66 million impressions and an earned media value of $497,446 solidifying KFC's influence in the fashion world. But that’s not the best part. Beyond the fashion show, KFC Australia demonstrated social responsibility by pledging all profits from the collection to the KFC Youth Foundation, supporting the mental wellbeing of young Australians.

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