To unlock faster growth driven by Australia’s growing appetite for quick dining, KFC needed to recruit more of the category’s new & ‘light’ buyers. However, KFC’s biggest barrier was the nation’s long-held scepticism of the food’s quality, which was stymying trial. After previous failures to convince the nation with rational communications, the brand took a different approach – by tapping into a highly emotional, and uniquely Australian version of national pride. Following the underdog story of an outback KFC’s quest for a Michelin star, the brand achieved an entirely earned-media led campaign, sparking widespread national and international coverage and social conversation that lasted for an entire month. Post campaign research showed seismic shifts in brand perceptions, which generated significant incremental revenue and doubled the category sales growth.