Reframing $1.00 french fries
Why copywriters are definitely in the business of changing behavior.
The value of a product is influenced more by perception than by price.
In 2014 KFC Australia asked ad agency Ogivly Australia to help them increase the "perceived" value of their $1.00 french fries.
What this meant was that Ogilvy couldn't change how KFC french fries tasted. Nor could they change the price.
So all team Ogilvy could do was change how Aust…
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