Children take over a Madrid billboard to launch the new KFC x Fresquito

KFC and Fiesta team up to launch a special edition of the classic Fresquito lollipop shaped like a chicken drumstick. A group of children interact with different media to give a playful nod to a product designed for children.. The campaign was created by PS21, with media planning by Arena.

KFC and Fiesta have joined forces to launch a special edition of the classic Fresquito lollipop, now reimagined in the shape of a chicken drumstick and coated with a tangy, crunchy powder that evokes KFC’s signature fried chicken breading.

The centerpiece of the campaign is a Babaria-branded billboard located in Madrid’s Avenida de América station, which unexpectedly appeared on Monday, May 5, covered in crayon and marker drawings made by children. This spontaneous-looking intervention is part of a creative action by PS21 to promote the new collaboration between the fast-food chain and the iconic Spanish confectionery brand. The campaign will roll out across various physical touchpoints, including the station itself and vinyl-wrapped cars throughout the city.

The creative concept revolves around children’s drawings to connect the product with its intended audience. The Fresquito is available for just €1 with any KFC menu purchase—across restaurants, the app, and website—or in selected convenience stores while supplies last.

“The KFC Fresquito is made especially for kids. But kids don’t care about brand books, logos, or final artworks. They care about having fun, making a mess, and drawing where they’re not supposed to. They have their own way of communicating—and this is it. A campaign made by kids, for kids,” says Ana Pintané, Senior Creative Copywriter at PS21.

This marks the second collaboration between KFC and Fiesta, following the release of a Kojak-flavored ice cream in the summer of 2024. This time, the iconic Fresquito lollipop has been transformed to embody KFC’s visual identity: a chicken-leg-shaped candy coated in a crunchy, tangy powder and wrapped in packaging inspired by Colonel Sanders’ face.

The project once again highlights how creativity and emotional storytelling can turn a simple product launch into a cultural phenomenon. Media planning was handled by Arena.

Source: PS21

  Advertising, Billboard, Campaign, Collaboration, Fiesta, Food, Fresquito, KFC, Launch, Madrid, Marketing, PS21