It’s summer time, the Ashes were coming to Australia and England were the favourites. As a key partner to Cricket Australia, we wanted to show support and really connect with the army of Australian cricket fans over summer. We understand that within sport the public uses colours to signify alliance and our challenge was that the KFC corporate colours were actually the colours of the enemy.
We started a movement to bring the country together by going green and gold giving our Australian cricket team that extra push they needed in the Ashes. It started with a KFC global first; the Red and White had to go: stores, packaging, signage and uniforms all turned Green and Gold. Our strategy of ‘fuelling rivalry’ came to life across all communication channels as well: TV, radio, digital, mobile, social, in stores, at the ground and product.
We launched our communications with the Australian cricket team making over a KFC store, stripping back the traditional red and white and donning the green and gold. This creative style continued across all owned and paid channels and with Australia’s help, we produced a mad, loud and proud green and gold army. They wore buckets on their heads at matches and proudly posted on their social channels. Online content of Aussies wearing green and gold bucket heads was used to spice up the rivalry throughout the summer, which ended with the Aussies reclaiming the Ashes. And of course to celebrate this, KFC released a pre-recorded message from the Australian team thanking them for the support and for banning together in the Green and Gold this summer.
Rather than talk the talk, this campaign walked the walk and demonstrated to Australians how committed KFC was to our national team making it the most talked about campaign last summer, and most importantly driving huge numbers of Aussies into KFC stores. Sales increased significantly during a time that is generally highly competitive within the QSR sector. And just when we thought it couldn’t get any better, Australia won the series in a 5-0 whitewash.