2024 Winner
SilverIntegrated Campaign Led by PR
BronzeAmbient - Large Scale
BronzeExperiential/Special Events/Stunts
BronzeCommunity Building
MeritIntegrated Campaign
KFC
"Fixed It"
Courage
"Fixed It"
Courage
After early reviews criticized McDonald’s Chicken Big Mac launch for its small, uninspiring patties, Courage and KFC saw an opportunity. They quickly moved in, tweeting a Photoshopped image of the Chicken Big Mac, replaced with a plump KFC chicken patty and the line “There, we fixed it.” The tweet was widely shared across KFC’s social channels, inviting sandwich lovers, influencers and media to weigh in on which chicken is superior. To escalate the campaign, KFC placed billboards in front of McDonald’s locations, showcasing the “fixed” Chicken Big Mac. They also added “The Big Fix” to KFC’s secret menu, bringing the idea to life for consumers.
The campaign went viral, generating earned media coverage worth $9 million and boosting social engagement by 72%. It also improved KFC’s brand perception by 86% and increased sales by 5.1%, resulting in an impressive 2,859% return on spend. This success led to the campaign being adapted in other markets worldwide, showcasing KFC’s ability to creatively hijack conversations and generate substantial business impact – with a modest budget of just $30,000.
The campaign went viral, generating earned media coverage worth $9 million and boosting social engagement by 72%. It also improved KFC’s brand perception by 86% and increased sales by 5.1%, resulting in an impressive 2,859% return on spend. This success led to the campaign being adapted in other markets worldwide, showcasing KFC’s ability to creatively hijack conversations and generate substantial business impact – with a modest budget of just $30,000.
Credits
Agency: CourageFounder, CCO: Dhaval Bhatt
Founder, CCO: Joel Holtby
Partner, President: Niki Sahni
Partner, CSO: Tom Kenny
ACD, Writer: Hemal Dhanjee
ACD, AD: Steve Ierullo
Writer: Matt Miller
Art Director: Tommy Yong
Account Director: Amna Khalid
Executive Producer: Clair Galea
Producer: Katie Fowler
Production: Fuze Reps
CGI Artist: Pierre Bourjo
Case Study Photographer: Sandy Nicholson
Client: KFC
Chief Marketing Officer: Katherine Bond-Debicki
Marketing Director: Azim Akhtar
Media: Wavemaker
CEO: Nikki Stone
Managing Director: Dan Boem
Account Manager: Kelly Wong
Senior Media Planner: Blanca Gamez
Account Manager: Ani Hajderaj
PR: Narrative
EVP Managing Director: Cathy Mitchell
Managing Director, Chief Creative Officer: Meredith Klapowich
ECD: Jessie Sorell
Vice President: Lauren Baswick
Account Director: Sheri Clish
Account Director: Daliah Hijazi Marsons
Account Manager: Sreeja Sasidharan
Account Manager: Holly Wilks