Cannes Lions
SOCIETY MALAYSIA, Kuala Lumpur / KFC / 2018
Overview
Entries
Credits
Description
Through a simple logo change, we revealed the inspiring true story of Claudia Sanders, wife of Colonel Sanders – the '12th Secret Ingredient' in KFC's success. Its timely revelation on International Women's Day allowed us to celebrate the many Claudias among us – our staff; our customers; our stronger, better halves.
Execution
On March 8th, International Women’s Day, we replaced the Colonel's logo with someone the world knew little about. His wife – Claudia Sanders.
We then celebrated her pivotal role in the success of KFC through our social and digital assets including Instagram Stories, Facebook postings, and microsite.
It was a simple logo takeover but the whole world noticed.
Outcome
KFC spent just $1,000 to push out the Claudia Sanders campaign but the response went beyond local shores.
- $1.3 billion impressions.
- Featured on Elite Daily, USA Today, Fox News, Fortune, Business Insider, Design Taxi, Marketing Week, among others. Not forgetting, The Tonight Show with Jimmy Fallon and The Ellen DeGeneres Show.
- Reshared by other KFC markets including Thailand, Panama and Costa Rica.
- Earned media value of more than $2 million.
Sometimes the best way to change the world is to simply share a secret.
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