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2017 FINALIST SNACKS & DESSERTS
AUSTRALIA
KFC The Home Cricket Ground (HCG) gets a commentary team
RAN IN: Australia
CLIENT
KFC
Angela Richards, Marketing Director – Group Meals
Sally Spriggs, Marketing Director – Group Meals
Catherine Tan, Chief Marketing Officer
Shaun Branagan, Group Creative Director
Tristan Viney, Copywriter
Carl Robertson, Art Director
Ryan O'Connell, Deputy Head of Strategy
Katie Dally, Group Account Director
Jennifer Ngai, Social Strategist
Kate Smith, Account Director
The brand fit between fried chicken and elite-level sport is not a natural one. Yet KFC had a 15-year association with cricket that we wanted to leverage to its full potential.
The lesson of this case is that you can create a meaningful and effective sports sponsorship by bucking convention and not focusing on famous athletes – an easy trick to fall into. Rather than doing the expected and concentrating on cricketers, we instead shone the light in the opposite direction. To a place where KFC does have a natural role: the home.
