KFC displays chicken x-rays on OOH to prove its authenticity

  Print preview

4 January, 2019

KFC Spain released a campaign by PS21 that recently picked up a Bronze at JCDecaux’s OOH Creativity Awards. PS21 took its client’s product to an x-ray session to show that its seasoning is as authentic as the chicken inside, following the Kentucky brand commitment with naturalness.

KFC decided to show that authentic quality doesn’t need any filters. Specialists were contacted to take radiographs of the different parts of KFC fried chicken. The process was documented and they turned these diagnostic tests into communication pieces.The resulting images were placed in strategically placed OOH locations in the city center.

People cared about food quality and authenticity more and more, and even more in the QSR sector. KFC needed to find a quick and simple way of demonstrating its product’s authenticity.Taking into account those insights, the conclusion was that one of the most effective paths to communicate quality and authenticity was proving it scientifically.

Not only did they find a different and unconventional way of communication regarding sector’s communication codes, but also a strategic roadmap that takes science as the basis. This will allow KFC to keep underpinning its quality and authenticity and will connect emotionally and rationally with people. KFC is relevant now and makes a clear difference from the rest of its competitors.

Source: Little Black Book and PS21