Secret Menu
Award: Wood Pencil
Wood Pencil / E-Commerce / Acquisition & Retention / 2021
Award: Shortlist
Shortlist / E-Commerce / Promotions
KFC wanted to get more people downloading and using its app, without bribing them with costly freebies. Ogilvy Australia discovered that KFC staff love hacking the menu to create crazy products, so it hid them in a ‘secret menu’ on the app... and told no one about it. Finally, someone discovered and shared it everywhere, putting the KFC App on front pages and newsfeeds across Australia. Best of all? Every time the menu is updated, it happens all over again – resulting in a sustainable driver for app downloads, retention and, most importantly, sales. Not bad for $0 media budget.
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