THE IRISH HACK

In 2021, KFC launched their own version of an iconic Irish lunchtime sandwich – the chicken fillet roll.
And when they asked us to help them launch an even more Irish version of the chicken fillet roll, we knew just what to call it.

You see, in the Irish language,
Mór means “big” or “great”.
And in English, more means...well...more.
You see what we did there?

But we didn’t just want to pay lip service to the Irish language, we wanted to put our money where our mouth was.
Irish people are justifiably proud of their culture and history – but their native tongue remains in decline.

And since we were launching a new sandwich with an Irish name, we thought we should do our bit for the language too.

A special three-day promotion

in which customers
at our Parnell Street restaurant
could get MORE if they
ordered in Irish.
But first, we needed to teach the KFC
staff a cúpla focal.

We got the word out about our even more Irish activation on social and it was
quickly picked up by the national press.

The results? We got even more people talking about our product – in English and Irish – and we turned what could have been just another launch into a celebration of Irish language and culture.
But we also managed to sell a few sandwiches too.

And then we got down to doing
what we do best