KFC: Michelin Impossible

KFC, a fast food brand, reversed negative perceptions of its food quality in Australia with its campaign Michelin Impossible.

The Challenge

Despite making tasty fried chicken, KFC in Australia has consistently battled perceptions of low food quality. Consumers gave KFC credit for making delicious food, but not necessarily for making good quality food.

Sadly, this perception prevented many Australians from buying KFC more frequently. As such, the brief was to improve the perceptions of KFC's food quality, amongst as many Australians as possible, in order to widen the potential sales funnel for the

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