2024 Winner

Last year, McDonald’s launched its Chicken Big Mac. However, KFC considers fried chicken its turf. And so, within hours of the Chicken Big Mac making its debut, KFC replaced the chicken patties in the McDonald’s sandwich with two of KFC’s fried chicken fillets and hijacked the launch with a simple tweet, “There, we fixed it.”

Hence, the “Fixed It” campaign, by Courage, was launched alongside a real-time chicken war. KFC targeted prominent McDonald locations with mobile billboards that caught the media’s attention. It even added the “Fixed It” sandwich to its secret menu. The stunt garnered $9 million in earned media value, 86% life in brand perception and a 5.1% increase in sales.

Credits

Agency: Courage
Founder, 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