A great creative idea is not always an over-the-top TV commercial... Sometimes, it’s a sandwich.

The creation and launch of KFC’s Chicken Fillet Roll demonstrates the power of creativity beyond advertising. It shows how important it is to invest in local creativity; plus, it demonstrates how injecting creativity into every aspect of a brand (in this case, from ads to the menu) with little budget has disproportionate positive results.

Chicken Fillet Roll has been the catalyst for sustainable return to growth after years of decline.

By putting the Chicken Fillet Roll on the menu, we put KFC back on the map for Ireland.