Michelin Impossible KFC

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We gave KFC's most isolated and remote Australian store owner a mission to get Kentucky Fried Chicken the ultimate symbol of food quality: a Michelin Star. There’s no higher accolade of quality in the food world than getting a Michelin Star. But Michelin hasn’t placed Australia on its culinary map yet, let alone any mainstream fast food chain. We needed to do this in a way that was credible. So we developed a believable narrative and recruited Sam Edelman, an incredibly charismatic KFC store owner that Australia would want to get behind.


  • Advertising
    Brand Strategy


  • Australia
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