KFC had a problem. They had updated their Mobile App and needed more customers ordering from it. To get more people on the app, they needed something innovative, something crazy, something that would change fried chicken forever.

But, when you've fried chicken to perfection for almost 70 years it's impossible to think you can innovate any further.

But that was before they discovered that 11% of Australians are left-handed and saw it as an opportunity to turn something iconic into something new. Enter, the Left-Handed Drumstick, a game-changing new product.

KFC’s Left-Handed Drumstick was the newest and most innovative menu item in decades. Ergonomically designed to fit perfectly into left hands, this fulfilled our mission to make chicken specially for a neglected minority, who just happened to make up 11% of the population. Naturally this game-changing new product was only available on our brand new app.

Whilst 11% of Australians are left-handed, 100% of them have a mouth, so they were all our target audience.

Our problem was we had a new app that no one really cared about, and no new products to draw people in.

So, we had to create a disruptive product offer beyond just pricing.

Finally, because we live in an era where brands need to do something purposeful to drive impact, we did that too.

The Left-Handed Drumstick kicked off an 11-day app-only campaign, with 11 epic deals, in honour of the 11% of Australians who are left-handed.

We were particular with our choice of media used to promote the Left-Handed Drumstick, often choosing placements that had a connection to the left side of life. Like Spotify ads informing listeners about the plight of the left-handed, using only the left speaker and a left-handed VO artist. Or on Tinder where we encouraged users to eat left, even if they swipe right. 

The Left-Handed menu boosted app downloads by 67% with 97,435 new installs during the campaign period.

There was a 39% increase in daily app transactions, with left-handed items selling out in minutes!

Based on projections of the annual impact post campaign, we are on track to deliver 111k+ in incremental transactions for the year. That’s an uplift of 16%!

This amounts to over USD$1.9m in incremental revenue driven during the campaign period and subsequent 12 months. That’s a $2.20 return for every marketing dollar spent.

Our Brand Buzz score was +1.6 points above KFC’s average score in October 2022 (17.8) and +2.2 point above average in November 2022.

The total reach of the campaign exceeded our expectations, with 112 pieces of coverage and 104 million in media reach.