KFC: Always IN

Fast food brand, KFC, dominated social platform rankings and grew market share in Spain by behaving like a Twitter native.

Campaign details

Brand: KFCBrand owner: Yum! BrandsEntrant company: PS21, MadridMarket: SpainSector: Restaurants & takeawaysMedia channels: Social mediaBudget: No budget

Executive summary

QSR is a fiercely competitive category in Spain with big brands like McDonald's and Burger King leading retail ad spend rankings. Also fried chicken is not as popular in Spanish food culture as it is all over the world and the brand was silent most part of the 2010s decade.

In 2018 we started repositioning the brand and conversation about us sparked again. However, the pandemic...

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