KFC Fresh Stories
Freshening up perceptions of fried chicken
True KFC fans know that their favourite fried chicken is made fresh daily. But many consumers aren’t aware that the chicken we buy at the supermarket is exactly the same as the chicken served by the Colonel. So, we needed to demonstrate just how fresh and high-quality KFC is – putting the ‘good’ back in Finger Lickin’ Good.
We created Fresh Stories, a culinary collab with credible editorial platform Urban:List. By producing three food influencer-led content pieces, we reimagined meals inspired by the latest culinary food trends with freshly-prepared KFC at the heart of each dish.
Working alongside culinary talent Bun Leng, Sammy Akuthota and Jason Kim to bring each creation to life, the follow-along recipes were wrapped up in branded articles and social videos which leveraged KFC, Urban:List and our influencer’s social followings.
83% of Urban:List followers consider themselves foodies and are constantly searching for what’s now, new and next in the food scene, as well as looking need for flexible and creative approaches to cooking. By leveraging the audience’s newfound culinary creativity and love for levelled-up meals in a way that demonstrates the quality, craft and taste explosions that KFC can deliver, we got mouths watering and orders coming in thick and fast.
Leveraging the trust and authenticity Urban:List have built, we demonstrated KFC’s Fresh Stories proof points to a highly engaged audience. Our content went above and beyond on KPIs with 32% higher social reach than planned and over 2 million video plays. By putting DIY twists on the Colonel’s recipes, we reinvented ways of enjoying KFC while showing a new audience a whole range of possibilities when it comes to fried chicken.