The Colonel’s 11 Secrets

KFC is an aging brand overshadowed by newer, more exciting competitors. We pitched and won the KFC business with a simple mandate: get customers back into restaurants.

Easier said than done.

To bring the brand back research showed that we had to bring their most distinctive brand asset back as well. But we needed him to be the person he actually was: deeply committed and completely focused on his chicken.

An ad alone wasn’t going to cut it. So we hid 11 secrets in our launch ad (only accessed by a QR code on Matty Matheson’s arm). Anyone who found them would win free KFC for a year. In an age when people are watching ads less and less this was our way to get them to spend more time with us.