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When KFC, a fast food restaurant chain, wanted to launch its chicken fillet roll in Ireland last year, it turned to social media influencers to lead the ad campaign. TV presenter Laura Whitmore (Instagram follower count [fc]: 1.5 million), the Daly Dish (fc: 190,000) and Michael Fry aka BigDirtyFry (fc: 43,700), were among those enlisted.
Fry, a comedian and content creator who previously worked for publishing company Joe.ie, created a sketch and a song for the campaign. “Because I’m a comedian, brands expect something funny from me but if I can’t make good content I will pull out of a job,” said Fry. “It doesn’t matter how much money is on the table. With the KFC project I felt I could do a couple of
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