KFC - Get The Original

When McDonald’s suddenly claimed to have the best chicken and dissed KFC in a massive campaign, the chicken authority had to fight back.KFC presents: Get The Original. A web-app that turns McDonald’s chicken ads into Original, Kentucky Fried Chicken.

McDonald’s is a heavy weight when it comes to media spend in The Netherlands opposed to KFC, which is a much smaller player in the market.

No wonder KFC got pretty nervous when McD’s spent millions on a campaign that launched their new chicken products, claiming their chicken tastes better. And as McDonald’s even dissed KFC both visually as in copy (Forget the taste of Finger lickin’ good chicken), this demanded a reaction.

With Get The Original, we reacted within a week and managed to hijack McDonald’s media buy through every channel.

We started many social discussions on whose chicken tastes best (And won most of them).Influencers and chicken enthusiasts roamed the streets and snapped over 30.000 McDonald’s freezer chicken ads in order to get Original Recipe® chicken at KFC.

We reached 3.3 million people in total.Got 97% positive response in social.Boosted May and June sales.And got the record straight on who is the one and only chicken authority!

A week after McDonald’s launched their nationwide campaign, we stole all their ads and used them in our advantage.KFC released:Get the Original – a web-app that uses image recognition to turn McDonald’s freezer chicken campaign into a coupon for genuine, original Kentucky Fried Chicken.

Just snap any McDonald’s crispy chicken poster, billboard, tv ad, banner, website, facebook post, whatever you could find… and our web-app turned it into Finger Lickin’ Good, freshly prepared chicken at KFC.

KFC is famous for its Original Recipe Chicken®.This means we use fresh chicken and bread it by hand in a blend of 11 herbs and spices.And in the Netherlands, we're the only food chain with this specialty.

But in May 2018, McDonald’s launched a new chicken burger.They suddenly claimed to have better tasting chicken than ours and used their big media spend to diss KFC!

KFC Netherlands had to fight back.But our budget was small and their campaign was already running.

jury feedback

MEDIA / BRONZE

We loved this digital idea: it was smart, it was relevant and the coupons were tasty.