KFC goes for a Michelin star

Australians think KFC is delicious.

They also think it's low quality junk food.

KFC hired Ogilvy to change this narrative. They decides to ditch advertising and tell a story instead.

But they needed someone else to tell this story.

So KFC franchisee Sam Edelman set out to earn a Michelin star.

Sam's establishment met all the criteria. He believes he deserves a star. So much so that he traveled to Paris to plead his case.

The absurdity of it all was brilliant.

Sadly, Sam was not awarded a Michelin Star.

But KFC reached 850 million people with the campaign. And 724 individual articles covered the story as it unfolded over three weeks.

If you're interested, you can watch a video recap of the whole thing on Ogilvy's Australian website here: https://www.ogilvy.com.au/Our-Work/KFC-Michelin-Impossible