KFC starts a cult to promote its new Fried Chicken Sandwich

The Opportunity

KFC was releasing their new Fried Chicken Sandwich and they wanted to spark a wild frenzy on TikTok to promote the product in a way that felt native to the platform and their signature brand voice

The Problem

In 2020, the “Chicken Sandwich Wars” was in full swing. To compete wth Popeye’s and Chick-fil-A, nearly every single QSR chain came out with their own version of a Fried Chicken Sandwich.

The Insight

At the time, creators were starting fictional cults on TikTok rallying their followers to troll other creators, change their pfps, and “go to battle” against other cults.

These faux cult leaders were more influential than the biggest influencers on the platform

The Solution

Start KFC’s own Chicken Sandwich cult.

Led by the cantankerous grandma @LiliHayes, we launched a multi-phased rollout of “cult” videos by recruiting the top creators on the platform to generate chaotic hype around KFC’s new Chicken Sandwich. 

The Results

221 Million Views

13.8% Click through rate

24.7% Ad recall

KFC sold out of their Fried Chicken Sandwich across the US

Links:

AdAge

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