Folks. Everything Tastes Like Chicken.

KFC Print Campaign

Using purely print media, convince modern health enthusiasts (ages 25 - 50) that protein alternatives are just as delicious as the standard protein options because KFC understands the need for community between meat-eaters and those with dietary restrictions and/or preferences. The campaign addresses three major brand weaknesses as it merges their trans-generational market, while balancing nostalgia and pop culture, and grants KFC appropriate recognition in the face of a beneficial partnership opportunity. This serves to counter the weaknesses lying in consistent shifts between nostalgia and cultural relevance, strategic disconnect in speaking to their cross-generational market, and poor brand governance in placing the main brand identity on the back burner during partnerships. In terms of an opportunity, this campaign optimizes the pioneer space for plant-based/alternative protein in the fried chicken category of retail chains. Generative AI, in combination with other technical programs, served as a tool to bring specific models and interactive experiences to life digitally.