What we Did

Harness the power of the mass reach of Married at First Sight to give KFC a platform to bring the KFC larrikin brand to life. The solution created golden moments in and around the program, while capitalising on the increased social media demand for Married content with clever content extensions leveraging key “bucket” moments that aligned with KFC’s larrikin tone.

Results

Spontaneous Sponsorship Awareness


9%

awareness of KFC

Prompted Sponsorship Awareness


Week 1 22%
Week 9 46%

Previous 4wk purchase


+4pts

average uplift across all KFC products, amongst MAFS viewers

Brand Consideration


Pre Wave 32%
In Campaign 43%

Brand Associations | Pre vs In Campaign


Guilty Pleasure +17
Quality +9
Australian +7

Campaign Messaging


+14pts

‘KFC has delicious fried chicken that makes you feel as good as it tastes’