PS21 turns spare change into creativity for KFC’s new value campaign

The campaign, created for KFC Spain, draws on the search for loose change in everyday places to highlight the price of KFC’s Chollazo Menu for €3.99. The project includes four 20” spots and 10” and 6” adaptations, postpacks, and radio spots.

Creative agency PS21 launches “El Chollazo” for KFC Spain, a campaign that turns everyday gestures into a reminder that a little is enough: with the spare change everyone has lying around, you can enjoy this menu for just €3.99.

The four films in the project take place inside a KFC restaurant and depict relatable scenes —flipping a sofa, emptying pockets before doing the laundry, retrieving coins from a fountain, or collecting euros from shopping carts— to emphasize how affordable these offers are.

“El Chollazo” (a colloquial Spanish term used to describe a deal or product that offers excellent value for money) brings back the cashier featured in “Megabox”, a campaign launched by PS21 in April that promoted the offer of five products for five euros and became the most searched ad on YouTube in 2025. Jungle’s creative agency once again relies on humor to reinforce KFC’s positioning and leadership within its category.

“This campaign is based on a truth as simple as it is universal: there are always some coins lying around somewhere. It turns that everyday reality into a brand code. We’re not just talking about price; we’re talking about a way of paying that feels so familiar it makes the experience even closer to our customers,” explain Fonso and Rubén, Creative Directors at PS21.

“We wanted to bring something from the street once again to communicate this new offer in a simple way, while keeping the humor that defines us —absurd, slightly surreal, and with that touch of awkwardness we love to play with,” says Beatriz Martínez, Brand & PR Lead at KFC Iberia.

Produced by Landia, the campaign includes 20’’ and 10’’ versions for TV, cinema, and digital environments, along with in-store and outdoor materials. The media plan, developed by Arena Media, continues to refine the role of media as a driver of brand growth.

Following the model introduced with “Megabox”—a 20’’ spot, another advertiser’s ad, and a 10’’ closing piece with no text—the campaign once again bets on qualitative executions and special formats that integrate creativity and break away from the traditional structure of the ad block.

Meanwhile, the outdoor presence features a graphic universe inspired by neighborhood offer posters —bold typographies, hand-drawn strokes, and primary colors— reinterpreted through KFC’s visual language.

Source: PS21

  Advertising, Campaign, Food, KFC, KFC Spain, Marketing, PS21, Retail