KFC: Haters gonna hate, use them as bait

KFC, a fast food restaurant chain, promoted its new chunky, skin-on fries in the UK by actively promoting Tweets from its haters that complained about its old fries.

Campaign details

Brand: KFC Client: Yum! Brands Agency: Mother London

Summary

You are KFC and your fries are getting abused online for their failings. Yet the new, tastier fries you've been trialing are getting a negative response from your loyal fans who simply hated change.