The Best High-Impact Award, KFC's Fry Funeral

The Canadian Out-of-Home Awards 2024 winner for the Best High-Impact Award goes to KFC's Fry Funeral.
Campaign Details:
When the KFC client acknowledged the rather negative perception of one of their core products, the French Fry, Wavemaker took the opportunity to flip the negativity on its head with the introduction of KFC’s New Seasoned Fries.
We could not launch the revitalized fries without addressing the elephant in the room and what better way to acknowledge their ‘death’ than hosting a funeral (literally). Through the unique experiential execution of having a KFC Hearse drive through the streets, we were able to send off the old fries with true KFC wit.