In Focus
EXECUTIVE INSIGHTS | Staff Reporter, Australia

Find out the results of KFC's integrated brand campaign, Bringing the Bird to Birdsville

QSR Media got a chance to talk with KFC and Ogilvy Sydney to discuss their latest integrated brand campaign, as well as KFC's mobile ordering app.

In July 2017, KFC Australia has launched an integrated brand campaign to remind all Australians of the "great taste of its Original Recipe Chicken". The campaign has featured their food truck bringing the chain’s fried chicken to the small Queensland town. For three days, the team has traveled 1,934 kilometers to bring 12,000 pieces of chicken to Birdsville, Queensland.

QSR Media: What was the inspiration for the integrated brand campaign 'Bringing the Bird to Birdsville’?

To celebrate the fact that KFC’s chicken tastes great, we wanted to take our food to people that don’t get to enjoy it as often as the rest of us.

Yet with over 640 stores nationally, just where would could we possibly find said people? Birdsville.

With a population of just 115, and the nearest KFC some 13 hours drive away, it seemed the perfect destination to take our famous chicken on the road. Plus, when we found out that Birdsville hosts the Big Red Bash, the world’s most remote music festival, with over 7000 people coming from all over the country to enjoy themselves without any inhibitions – something KFC fervently believes in – the stars were aligned and the fit was just too good to ignore.

So we packed our bags, loaded up ‘The Colonel’, and set our sights on bringing the Bird into Birdsville.

QSR Media: What has been the reaction regarding the advertisement?

We took the rest of Australia on the journey with us, creating broadcast content to share the story of KFC’s delicious taste to all corners of Australia.

We collaborated with social media influencers to host live content from The Colonel streamed via our Social channels, bringing the joy from Birdsville to 2.5 million of our KFC fan community and beyond. Our community loved it and consumers couldn’t believe the lengths KFC would go to share the great taste of our food.

Fans rejoiced at the arrival of KFC in the desert with comments like “Who says you cant get KFC in the desert!” and “It’s been fun watching the progress of the truck making it out to here, great they have come here!”. KFC cravings were satisfied with comments such as “Hot chicken and crispy hot chips they were the best KFC I have ever had" and "We were lucky to have KFC served up to us by the wonderful staff in such a surreal location - was the best KFC ever!”.

National Fried Chicken Day was celebrated in the desert and we organised simultaneous KFC chicken drops to fans in Sydney for everyone to enjoy our finger licking good chicken.

As a result, across 3 days we picked up over 314 pieces of media coverage across the country – not to mention built brand love from the heart of the Australian Outback.

QSR Media: What’s new at KFC?

KFC has a mobile ordering app! We started our app journey a few years ago and have been continuing to evolve it around delivering an awesome customer experience. KFC fans can take advantage of App only exclusive offers, pre-pay and skip the instore queues.

Want extra bacon or Supercharged sauce? No problem, the App even allows you to customise your order. We’re really excited to continue growing our app capabilities.

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