KFC.
KFC Australia has taken to social media to offer 'full chicken on us' to Australian posties via Ogilvy.
It follows the postman that was sacked for driving his Australia Post van to a KFC restaurant in Newcastle.
"When the postie story broke, it had all the ingredients of a moment KFC could genuinely add value to rather than just piggyback on," said Ogilvy’s head of consumer PR and influence James Curtis.
"It wasn't about forcing the brand into a news story for the sake of visibility. It was about finding an authentic angle that played into KFC's long-standing reputation for having a laugh with its audience.
"The idea of turning the very thing that got someone in trouble into an 'official excuse' felt like a natural, cheeky extension of the story that Australians were already talking about, and gave the brand a reason to be part of that conversation rather than just commentating on it.
"So off the back of the original Postie story going viral, we created official KFC postcards from KFC, addressed to KFC.
"If a Postie spotted one on their delivery route and dropped it off at their local KFC restaurant, they'd score a free meal, any time of day.
"It gave Posties an 'official' and legitimate excuse to walk into a KFC while on the job, turning the very scenario that got someone fired into a sanctioned, fun bit of brand mischief.
"It was low cost, high impact, and designed to travel quickly through the news cycle and social media while the story was still hot."
The postcards will arrive at local KFC restaurants across Australia.
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