2024 Winner
SilverBranded Content
BronzeIntegrated Campaign
KFC
"Fry Funeral"
Courage
"Fry Funeral"
Courage
KFC faced significant criticism for their old fries, with only 1% of Canadians favouring them. But rather than ignoring this feedback, the brand embraced it, and KFC and Courage decided to hold a playful “Fry Funeral” to bid farewell to the old fries
before introducing new ones.
The campaign featured a Fry Coffin and a real funeral held at a Toronto funeral home, with a eulogy live streamed on social media. A KFC-branded hearse even toured the city, before the stunt culminated in the solemn ceremony. The event was documented for TikTok and the footage was used in a TV spot introducing the new fries.
The campaign generated substantial buzz, with over 3.7 billion online impressions, an 85% increase in brand consideration and a 1,950% rise in brand popularity. Sales grew by 7.8% and store traffic by 2.2%. The integrated campaign successfully engaged audiences, revitalized KFC’s brand perception, and invited customers to embrace
a whole new era of KFC fries.
before introducing new ones.
The campaign featured a Fry Coffin and a real funeral held at a Toronto funeral home, with a eulogy live streamed on social media. A KFC-branded hearse even toured the city, before the stunt culminated in the solemn ceremony. The event was documented for TikTok and the footage was used in a TV spot introducing the new fries.
The campaign generated substantial buzz, with over 3.7 billion online impressions, an 85% increase in brand consideration and a 1,950% rise in brand popularity. Sales grew by 7.8% and store traffic by 2.2%. The integrated campaign successfully engaged audiences, revitalized KFC’s brand perception, and invited customers to embrace
a whole new era of KFC fries.
Credits
Agency: CourageFounder, CCO: Dhaval Bhatt
Founder, CCO: Joel Holtby
Partner, CSO: Tom Kenny
Partner, President: Niki Sahni
Writer: Matt Miller
Art Director: Tommy Yong
Group Account Director: Alex Karayannides
Account Supervisor: Atria Ghosh
Account Coordinator: Chloe Chan
Senior Strategist: Lyndsey Westfall
Executive Producer: Clair Galea
Producer: Katie Fowler
FRENCH
CD, Writer: André Paradis
CD, Writer: Alain Forget
Group Account Director: Nicole De Ravel
Client: KFC
Chief Marketing Officer: Katherine Bond-Debicki
Marketing Director: Azim Akhtar
Marketing Manager: Laura Mallozzi
Senior Manager: Lauren Pottie
Social Media & Partnership Specialist: Salina Ratanji
Telly Carayannakis: Performance Marketing Director
Production: Spy Films
Director, Production Designer: Hope Little
Executive Producer: Marcus Trulli
DP: John Ker
Assistant Director: Jeffery Cowan
Line Producer: Mollie Rolfe
Production Manager: Steven Goetz
Coordinator: Leah Munro
Offline: Nimiopere
Editor: Nick Yumul
Assistant Editor: Parnika Raj
Executive Producer: Julie Axell
Transfer: Studio Feather
Colourist: Ana Escorse
Colour Assist: Ebi Agbeyegbe
Executive Producer: Chantelle Blagrove
Online: Alter Ego
Senior VFX Artist: Joel Osis
VFX Assistant: Saba Zahir
Producer: Andrew Tavares
Executive Producer - Hilda Pereira
Audio: Vapor Music
Creative Director: Ethan Myers
Sound Engineer: Julian Rudd
Sound Design: Dave Worthen
Producer: Kat Stewart
Casting: Mann Casting
Casting Director: Steven Mann
Casting Director: Sarah Sheps
Casting Associate: Andy Reid
Media Partner: Wavemaker