The Colonel Sanders chain revamped its recipe and gave away free chips in all its restaurants across Spain on 24th January. KFC calculated the amount of chips consumed in Spain and gave back the same quantity.
PS21 developed the creative idea, while Arena is the media agency. The campaign has already led to +233 daily active users on the KFC app and a 20x increase in daily orders.
KFC’s chips have traditionally been the most criticised item on its menu: “harder than a rock,” “like chewing on a shoe sole,”, “colder than Antarctica” or ‘looked like a shoe sole’ are just some of the comments questioning the quality of the recipe that have circulated on social media. In a bold act of self-criticism, KFC has revamped its chip recipe and, to mark the occasion, is giving away 17 tonnes of free chips.
In the first phase of the campaign, launched in mid-January, KFC sent an email to every registered app user with an official apology and a compensation offer: the exact amount of chips they had historically ordered via the app, but this time with the new recipe – natural cut, crispy texture, and seasoned with herbs and spices such as pepper, paprika, thyme, bay leaf, rosemary, and oregano. Users took to social media to share photos of themselves collecting their orders with shopping trolleys, furniture, and even inflatable pools.
The second phase of the campaign took place on Friday, 24th January, with the giveaway of 17 tonnes of free chips across all KFC restaurants in Spain. Users accessed the KFC app and entered the promotional code ‘nuevaspatatas’ to claim their free portion. Creative agency PS21 led the idea and amplification campaign, turning criticism into the core of the strategy. The harshest social media comments about KFC’s chips were printed on vinyl and displayed at Príncipe Pío station in Madrid, bringing the conversation into the heart of the public space. The initiative showcased how the brand can laugh at itself while building an honest and genuine connection with its audience.
The KFC Fries Compensation campaign has been rolled out through a multi-channel strategy, combining OOH formats such as vinyl displays, billboards, bus shelters, and posters, along with in-restaurant materials to reinforce the message at the point of sale. The campaign also includes digital activations on social media and web banners, personalised actions via the KFC app, and high-profile media placements, including screens at Santiago Bernabéu Stadium and radio broadcasts. The results speak for themselves: KFC app orders hit record levels, with +233 daily active users, +84 average positive rating, and 20 times more daily orders than usual.
Source: PS21
You must be logged in to post a comment Login