The creative message replicates the behaviour of people when they lose something valuable. We launched with a TV commercial telling the story of a man losing his burger. He then goes to great lengths to get his irresistible burger back through all other media channels – eg posters on trees, desperate emails and more. There was synergy in all media channels and this enabled the target to experience the entire communication as one single-minded message.

• 1.5 million burgers sold monthly.• Walk-in purchase from three out of ten people.• Contributed to a 9% sales mix – up 6% from predecessor.• Generated nationwide buzz.• KFC received over 30,000 reports of missing-burger-sightings•The KFC O.R. Fillet Burger is now permanently on the menu.