KFC UK had been losing share among young women for several years. Young women were ignoring news from a brand they saw as a ‘guilty pleasure’.

We used guilty pleasures as our 'in'. We created an unbranded online film, 'It Doesn't Count If', bringing to life the times when we kid ourselves that calories 'don't count'. Then we invited young women to Facebook to discover KFC's lighter choices, 'for the times it DOES count'.

Our integrated campaign gave an audience who ignored KFC reasons to reconsider. Young women who saw the campaign were three times as likely to visit KFC.