KFC Australia: The Disclaimer That Became The Claim

How KFC and Ogilvy Sydney increased sales of KFC’s $1 Chips without cutting price or increasing product size. Using 18 behavioural science principals we came up with 90 different ways to say $1 chips. The top 4 were tested against a control ad on Facebook using a measure of clicks over likes. The winner was the principle called anchoring. Our ‘anchor’ was the disclaimer; maximum 4 packets per transaction. So, the disclaimer became the headline: Our chips fir #1 - maximum of 4 per peeps. Sales upped 56% over preaching period. Sales of four packets up 89% versus 29% in preceeding period.