KFC’s free-spirited brand nature lent itself to the fun and irreverent domestic T20 competition (the Big Bash League), so it became Prism S+E’s role to cement KFC as synonymous with a summer of cricket, by leaning into the mutually shared brand ethos and encouraging fans to truly ‘unleash their free spirits’. This was achieved through a fully integrated end-to-end campaign including fan favourite ‘Bucketheads’, half-time activations, TVCs and content featuring talent, as well as fan competitions which not only engaged a new wave of cricket fans but also appealed to the traditionalists as well.

KFC Bucketheads have truly cemented themselves as part of Australian Cricket culture, building strong brand recognition, brand equity and the envy of brands looking to authentically integrate into fan behaviour.