A culturally-relevant campaign that resonates with young audiences.
With a global presence spanning across the globe, KFC is primarily known for its signature fried chicken. In Mexico, the American brand has firmly established itself as a beloved fast-food chain, with its unique menu and the Colonel’s secret recipe serving as key elements of its brand identity. However, in 2022, the brand ought to introduce a brand-new product to the country: the Kentucky Chicken Sandwich. To generate curiosity, intrigue and conversation surrounding this new creation, we devised an impactful social-first campaign that taps into the power of freestyle rap battles, known as “rooster battles” in Spanish—a perfect match for a chicken-centric brand.
In partnership with
This campaign aimed primarily to connect with our younger consumers, promoting the brand in an authentic and organic way while linking it to a winning product like the Kentucky Chicken Sandwich. We always accept the challenge to create actions that build cultural relevance for new generations.
Marketing Manager at KFC Mexico
A three-time world champion amplifies a winning product.
When it comes to driving interest from a specific audience and creating something meaningful for them, partnering with the experts adds an invaluable touch of authenticity. With this in mind, we joined forces with renowned Mexican rapper Aczino, who composed an original song about the Kentucky Chicken Sandwich. We then invited everyone to follow his steps with a simple challenge: craft your finest rhymes and receive a 30% discount. In no time, the initiative sparked a rap frenzy across restaurants, drive-throughs, and social media platforms—amassing over a hundred million views and turning KFC into a three-day trending topic.
Unlocking a freestyle frenzy through strategic content.
To amplify the campaign far and wide, our film experts produced a series of promotional music videos starring Aczino. We seamlessly incorporated the artist’s visual identity into the videos, blending it harmoniously with KFC’s signature color palette. This approach, combined with a powerful social strategy, proved to be the perfect recipe for viral success on TikTok. As fans were inspired to showcase their freestyle skills, professional rappers organically joined in, adding to the momentum. Brands across the world replicated the challenge, too, leveraging freestyle to promote cars, nails and even real estate—thus generating a snowball effect that made this KFC launch their most successful to date.
106 million views on TikTok
Trending topic in Mexico during the first three days.
1x El Ojo Award
4x Circulo Creativo Awards